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in 2013 


40« ■ copy*|f .. «ar 


n you think of SPOT TELEVISION think of these stations 

y thing about a "train of thought." It 
you to your decision destination as 
• as a real train delivers you to the 
station. That's why national adver- 
; naturally use the following TV 
>ns first. They deliver with Spot 

Trlvvision Divisu 

in/ard Petry & Co., Inc. 

The Original Station 

Reprt-seniat n ■ 

KOB-TV Albuquerque 

WSB-TV Atlanta 

KERO-TV Bakersfield 

WBAL-TV Baltimore 

WGR-TV Buffalo 

WGN-TV Chicago 

WFAA-TV Dallas 

WNEM-TV Flint-Bay City 

KPRC-TV Houston 

WDAF-TV Kansas City 

KARK-TV tittle Rock 

KCOP Los Angeles 

WPST-TV Miami 

WISN-TV Milwaukee 

KSTP-TV .. MinneapolisSt. Paul 

WSM-TV Nashville 

WNEW-TV New York 

WTAR-TV Norfolk-Newport News 

KWTV Oklahoma City 

KMTV Omaha 

KPTV Portland, Ore. 

WJAR-TV Providence 

WTVO Raleigh-Durham 

WROC-TV Rochester 

KCRA-TV Sacramento 

WOAI-TV San Antonio 

KFMB-TV San Diego 

WNEP-TV Scranton-Wilkes Barre 

KREM-TV Spokane 

KVOO-TV Tulsa 


FOR 1961 

Radio h management 
consultant Etichard P. 
Dohert) predicts the ad 
volume in air media 

Page 27 

SRA's new spot 
contract form 
cuts paper work 

Page 30 

The never-ending 
rating battle 
in spot radio 

Paget 32 

What's ahead 
for ABC TV?- 
Part Two 

Page 34 



First time any commercial caused such 
overwhelming response". 

Th e ^^ hesapeake 

r Telephone Company of Maryland 
otomac Teiepnon LE „ n9 , e - 9.9900 

320 St Paul P «« 

. 9-9900 

Cctober U, 

I 1 msirR 

Mr. Donald P. Campbell 
Administrative Assistant 


Baltimore & Charles Sts. 

Baltimore 3, Maryland 

^ D ° n: nsollclted testimonials you receive, but I 

j don , t kri ov how many ^»?"f ^Ulty. 
a ,Kt if vou receive many from a public ut.n y 

doubt lr you rov- T ever 

,„, The C&P Telephone Co. of ia., 

As Advertising Manager for The ^ 

on The Woman's Angle. , ultc hbcard Chief Operator. 

9 ^ le3 Ted Thiunpr Rented number of calls. 

had cau8 ed this un, uteral i y by the hundreds, to order 

The answer" Women are calling, 1 ter. y ^ .^^ ^u.- 
niito Svlvia bcott. jua 
a PrlnC ess telephone like 5yl v , 9 history that a 

commercial or any 

re9P0n96 ' u .. the fact that the orders came from 

Of some interest, perhaps is the t every economic 

^ the Baltimore Metropolitan Area, in * the ratlo 

normal, unsolicited orders. 9atl9 fied with 

U is hardly necessary to s a, that w« , ar . -or.^ 8upp ort from Oeorge 
our purchase and with Sylvia JcoU Wit^ J f medl& carapalg n, 
SS £ Trln rs "offr: 'flying -rt in Maryland. 

Advertising Supervisor 


Hostess on 

Mon. thru Fri. 
1:00-1:30 P.M. 

In Maryland Most People Watch 

I II III U I y I U II U III KJ 3 I I C U |# ■ I, I* U I I II 




Represented Nationally by THE KATZ AGENCY, INC. 



© Vol. 15, Xo. 1 • 2 JANUARY 1961 




Business forecast for 1961 

27 Radio/tv management consultant Richard P. Doherty reviews air media's 
progress in 1960, offers predictions for '61 based on economic trends 

New spot form cuts paper work 

30 American Assn. of Adv. Agencies and Station Reps. Assn. set up new 
contract form for spot tv and radio buys which streamlines procedure 

Big-city special scores for small-city store 

32 Hess Bros., Allentown, Pa. department store, drew overwhelming 50,000- 
piece mail response to contest on its WFIL-TV, Phila. Xmas special 

Radio's never-endirg rating battle 

32 Survey of first, second and third ranking stations in 22 markets over 
a six-month period shows changes in 15 markets. Pulse ratings used 

What's ahead for ABC— Part II 

34 Rise of ABC to top position among tv networks has stirred many ques- 
tions about its future. This segment covers important ABC "intangible" 

Agencies profit from station's copy charges 

3 5 WAVE, Louisville's new system of charging agencies for infractions of 
radio/tv commercial copy rules earns enthusiastic agency approval 

Top clients view spot radio 

36 Spot radio salesmen don't make enough calls, formal presentations, top 
advertiser executives opine in Trendex study on spot radio salesmanship 

Tv Results — yearly roundup 

37 Here, for your review, are the 32 most successful tv campaigns published 
in sponsor through 1960, in alphabetical order for easy reference 


lO Commercial Commentary 
56 Film-Scope 
24 49th and Madison 
50 News & Idea Wrap-Up 

7 Newsmaker of the Week 
50 Picture Wrap-Up 
48 Radio Basics 
14 Reps at Work 
65 Siller's Viewpoint 

46 Sponsor Asks 
58 Sponsor Hears 
19 Spon-or-Scope 
66 Sponsor Speaks 

47 Sp,,t Buys 

66 Ten-Second Spots 

63 Tv and Radio Newsmakers 

55 Washington Week 

Member of Business Publications 

Audit of Circulation* Inc. 

SPONSOR PUBLICATIONS INC. combined witti TV. Executive, Editorial, Circalatioa aaa 
Advertising Offices: 40 E. 49th St. (49 & Madison) New York 17. N. Y. Telephone: MUrrey 
Hill 8-2772 Chicago Office: 612 N. Michigan Ave. Phone: SUpenor 7-9863. Iirminghaoi 
Office: 3617 8th Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 6087 Sunset 
Boulevard. Fhone: Hollywood 4-8089. Printing Office: 3110 Elm Ave.. Baltimore 11, Md 
Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countries $9 a 
year. Other Foreign countries $11 per year. Single copies 40c. Printed in U.S.A. Addroa 
all correspondence to 40 E. 49th St., N. Y. 17, N. X. MUrray Hill 8-2772. Published weekly 
bv SPONSOR Publications Inc. 2nd class postage paid at Baltimore. Md. 

, 1961 Sponsor Publications Inc. 


2 JANUARY 1961 


people visited 
the National 
Show . . . 



was there, 

Staged in Detroit's mammoth new Cobo Hall, the 43rd National 
Automobile Show shattered every attendance record in the book. 

Naturally, WWJ was there from start to finish with an impressive 
broadcast center in the heart of one of the heaviest traffic areas. 
WWJ entertainment personalities and newsmen were high points of 
interest for literally countless visitors. WWJ microphones 
made the Show come alive for legions of listeners throughout 
Detroit and southeastern Michigan. 

Another timely example of Total 
Radio— of service in the people's 
interest— at WWJ in Detroit. 

1 Af 1 Af | AM and FM 


Detroit's Basic Radio Station 

NBC Affiliate 



2 JAN! UH 1%1 


The 257,961 people who make WIS-Television's home market 
the state's largest metropolitan area (and a close second in 
the two Carolinas after a 38.1% increase in the 1960 Census) 
give Channel 10 their major time and attention, not to say 
devotion. This adds up to a 78.5 share of audience, says 
ARB (March 1960). And throughout South Carolina, WIS- 
Television's 1526-foot tower, tallest in the South, delivers 
more of the state, more effectively than any other station. In 
short, South Carolina's major selling force is 


television . col u m bi a. south Carolina nbc/abc 
a station of 

WIS-Television, Channel 10, Columbia, S.C. 
WIS Radio, 560, Columbia, S.C. 
WSFA-TV, Channel 12, Mont E omety. Ala. 



TMl oiiult mmiiiki ry/«»oio •niantlll M»l 

Editor and Publisher 

Norman R. Glenn 

Executive Vice "resident 
Bernard Piatt 

Elaine Couper Glenn 

Executive Editor 

John E. McMillin 

News Editor 

Ben Bodec 

Managing Editor 

Alfred J. Jaffa 

Senior Editor 

Jane Pinkerton 

Midwest Editor (Chicago) 

Gwen Smart 

Film Editor 

Heyward Ehrlich 

Associate Editors 

Jack Lindrup 
Ben Seff 

Walter F. Scanlon 
Michael G. Silver 
Ruth Schlanger 
Diane Schwartz 

Contributing Editor 

Joe Csida 

Art Editor 

Maury Kurtz 

Production Editor 

Lee St. John 
Editorial Research 

Elaine Johnson 


Sales Manager 

Arthur E. Breider 

Eastern Office 

Willard Dougherty 

Southern Manager 

Herb Martin 
Midwest Manager 
Paul Blair 

Western Manager 
Georqe Dietrich 
Production Dept. 
Barbara Parkinson 


L. C. Windsor, Manager 

Readers' Service 

Barbara Wiggins 


S. T. Massimino, Assistant to Publisher 
Laura O. Paperman, Accounting Manager 
George Becker; Michael Crocco: Syd Gutt- 
man; Hermine Mindlin; Wilke Rich; Irene 
Sulzbach; Dorothy Tinker; Flora Tomadelli 



2 .1 \M \RY 1961 

of the week 

The upward move of Wilson t. Shelton. 12-year-fdd creative 
veteran of 25 years, from $enior to executive vice president 
of Compton Advertising, New York, typifies the youth yet 
experience which will he expected of modern marketing and 
admen in this new decade. Barton (.umminiis, Compton 
president, announcing the move, commented on the "''im- 
portance of creative services in the total marketing picture." 

The newsmaker: Wilson \. (Will Shelton has a creative 
track record of 25 years in association with four of the leading agen- 
cies in the advertising profession. Uthough onl) 12 years of age. he 
now heads all creative services at Compton, which has annual hill- 
ings of some $90 million. 

The new executive vice president has four basic advertising pre- 
cepts for the creative agency, each of which applies to all media hut 
to tv particularly : 

1 . Advertising must be memor- 
able. To be remembered, it must 
be simple. 

2. Above all, advertising must 
be visual. Pictures are a primary 
method of communication, words 
are secondary. 

3. Advertising must be belie\ - 
able. The truth of a superiority of 
a product or service must be 
proved. The best way. we believe. 
is to demonstrate its truth. 

4. To get attention, advertising 
must have news value. It must 

have something dramatic, amusing; teach or demonstrate something. 

Wilson Shelton has been with Compton since 1956, when he was 
elected a vice president and assistant creative director, moving three 
years later to the post of senior vice president and creative director. 
His advertising assignments date back to the Depression years in the 
*30's, when he junketed to New York from Charleston. S. C. and 
joined the Biow agency in the mailroom. He switched to copy 
after a stint at Columbia night school. 

The next 20 years spanned work at BBDO as a copy speciali>t. at 
Kenyon & Eckhardt as a v.p. and group head, at Dancer-Fitzgerald- 
Sample as a v.p. and — back at Biow — as senior vice president and 
creative director. 

Shelton attended the University of North Carolina as well as 
Columbia. He makes his home in Oyster Bay on Long Island's 
North Shore, and his two voungsters — Thomas and Vassilia — are 
students at Groton and Wheaton College, respectively. Mr. Shelton 
is a fan of non-fiction, and takes spoils time out for tennis and deep 
sea fishing. Friends term him a realist philosopher. ^ 

IT i I son A. Shelton 


2 JANUARY 1961 

There is nothing harder to stop than a trend. 

•v ^* 


the competitive markets this season ABC -TV has delivered 
le lar g est audience * most of the time. ( ABC -TV's rates have 

een lowest all the time**) 

ource: 24 Market TV Report program-appraisal supplement to National N'TI reports for ten weeks ending December 18, 1960, Sunday 6:30-11 
n Monday through Saturday 7:30-11 pm NYT "Published rate cards of the three networks. 


known by 

the companies 

it keeps 

-Yinlii'" 1 '! 

L ^yAS FINtSt j 

year after year 

advertisers get that 
"Quick Sales Lift" 
from . . . 


1490 KC • TOPEKA 


* Take basic ingredients provided by HOOPER 
and PULSE: 

HOOPER (Aug -Oct. '60)— 

37.6%, 7 a.m till noon 
42.2%, noon to 6 p.m. 
(61.1 peak at 2:30 p.m.) 
PULSE (March '601— Number One, 

PULSE (March '60)— Number One, 

* To the preceding ingredients, add one solid 
spot schedule, then ... sit back and relax. 
You'll feel a warm, comfortable glow as the 
K-TOP selling formula pops the cork on 
your sales graph. Be sure the shelves are 
stocked, because it's like saying "They're on 
the house" when you sell 'em on K-TOP 



by John E. McMillin 




Maximizing on Mad. Ave. 

Peter Peterson, executive v.p. of Bell & Howell, 
is obviously a bright guy. And I'm not wholly 
sure he meant what he said at a recent New 
York forum of The Academy of Television Arts 
and Sciences. But, anyhow, speaking on a panel 
on "The Quality Look in Tv," which was briskly 
and ably moderated by BBDO's Bob Foreman, 
the one-time McCann Erickson official came up 
with a singularly inane and outrageous statement. 

Peterson said he was impatient with the talk about "responsibility" 
in connection with public affairs tv programs, and declared that "in 
my job my sole responsibility is maximizing Bell & Howell profits." 

I've heard such tough-talking, iron-headed "management" senti- 
ments before. And so, I am sure, have you. 

I've heard them most often from hard-driving young executives-on- 
the-make — the ferociously ambitious corporate types who are almost 
pathetically anxious to prove to Daddy that they chew nails, spit 
curves, have hair on their chests, and are 110% practical, dollar- 
minded and "realistic." 

I've also heard the "maximizing profits" bit tossed up as the 
deathless philosophy of some pretty dubious radio 'tv station op- 
erators, as well as by certain hard-breathing extroverts in upper net- 
work echelons. 

And I think, for the good of the business, that we ought to ex- 
pose this silly sophistry for the phoney baloney that it is. 

Listen to Bell and McNamara 

The notion that the sole responsibility of management is to "maxi- 
mize" (what a word!) profits is just as goofy, just as confused as 
the notion advanced by certain screwball left wing labor leaders that 
management's sole responsibility is to labor — and the public and 
investors be damned. 

Both ideas are intellectually adolescent and moralh immature. 

By now it should be apparent to anyone with a high school diploma 
that, m our modern American economy, the responsibilities of man- 
agement are many, complex, interrelated, interdependent, and that 
none can be emphasized or glorified at the expense of others. 

The clearest, most statesmanlike explanation of this which I've 
heard came in a speech last October by General Mills president 
Charles 11. Bell before the Grocery Manufacturers Association. 

Bell not only brilliantly delineated the interlocking responsibilities 
of management to stockholders, to employees, to customers and to 
the public, but offered it as his firm conviction that, in the food in- 
dustry, management had a further responsibility — to offer practical 
aid in solving tbe worlds food problem. If tins is not solved, said 
Bell, America faces almost certain destruction. 
(Please turn /<> page 12) 

SPONSOR • 2 .1 \M WHY 1061 

total adults 

adult men 

adult women 



Station B 




Station C 




Station D 




Station E 




No other station has over 7.8%. 

The station that has the adult 

audience with buying power! 

. . . confirmed by the July 1960 findings of the 
Stephen H. Wilder Foundation Survey, "The Cli- 
mate of Attitude in Cincinnati, Ohio," executed by 
Scripps-Howard Research! The tables on the right 
clearly indicate that the adult audience with buy- 
ing power in Cincinnati is tuned in to WKRC radio. 

The survey was made by personal interviews 
in homes of 1000 respondents (one person per 
household), 21 years or older and distributed by 
sex (48% men, 52% women). An area probability 
sample was employed which specified 39 different 
areas within the corporate limits of Cincinnati. 
For all the facts on WKRC's leadership in Cincin- 
nati, call your nearest Katz office, or Hubbard 
Hood, WKRC, Cincinnati, for a copy of "The Cli- 
mate of Attitude in Cincinnati, Ohio." 

WKRC-AM-TV-FM, Cincinnati, 0. 
WTVN-AM-TV-FM, Columbus, O. 
WBRC-AM-TV-FM, Birmingham, Ala. 
WKYT-TV*, Lexington, Ky. 

Sales Representatives: The Katz Agency, Inc.. 'The Young Television Corp. 

Station B 

Station C 

Station D 

Station E 






















No other station has over 11.5%. 



white collar 

housewives 1 unskilled 


Station B 






Station C 





Station D 





Station E 







No other station has more than 12.4%. 






high school 

grade school 

nVt'i i 't4 

Station B 




Station C 




Station D 



Station E 



No other station has more than 10.9%. 

Commercial commentary {Com. from p. 10) 

Another illustration of the complexities of management responsi- 
bility was contained in a recent Wall Street Journal story about 
Robert S. McNamara, former Ford Motor president and newly 
named Secretary of Defense. 

McNamara, in 1956, was invited to give the graduation address 
at the University of Alabama. According to Ford protocol his speech 
had to be cleared in advance. The Ford official who read the ad- 
dress blue-penciled out McNamara's statement to Alabama seniors 
that "whether you go into business, teaching, or public service, you 
must seek a greater goal than money." 

McNamara calmly put the statement back in. His explanation: 
regardless of Ford policy, he had to "be true to his own conscience." 

Such mature, thoughtful appreciation of management's true role 
and difficult, diverse responsibilities is characteristic of every really 
top level business leader Fve ever known. 

But what burns my bottom is that this fact seems so little under- 
stood in the television industry and the advertising business. 

Tv's shameful sales approaches 

Pete Peterson's statement at the Television Academy was, I sup- 
pose, all the more surprising since Bell & Howell has been one of 
the most consistent sponsors of fine public affairs programs (Popu- 
lation Explosion, Yanki-No! etc.) and B&H's president C. H. Percy 
has been active in many areas of public service. 

But what happened, of course, was that Peterson felt it necessary 
to justify the B&H program purchases on a hard-boiled dollars-and- 
cents basis. 

And in so doing, he not only uttered a nonsensical heresy but fell 
into the same kind of second-rate thinking about tv which, in my 
opinion, has been the curse of the industry. 

Why, in Gods name, do so many network officials, tv salesmen, ad 
managers, and agency executives assume that the only possible reason 
for a company to use tv is to "maximize profit dollars?" 

Why are so many tv presentations to corporate management based 
solely on the fast buck opportunities? 

Why do we have all those pitiful little research attempts to prove 
that "good" programs maximize more dough than any other kind? 

Let's get some perspective on the problem and on ourselves. 

Sales, earnings, the payment of honest profits to investors, and 
the maintainance of sound financial health — all these are both essen- 
tial business principles and essential business moralities. 

But they are not the only responsibilities, or the only moralities 
which management must satisfy. And they should not be the only 
reason for the sponsorship of a particular tv program. 

Actually, the one enlightened way to buy tv is to select programs 
which, in management's judgment, will best help fulfill its total re- 
sponsibilities — to owners, to employees, to the public, to the country 
and (why be ashamed to admit it?) to its own conscience. 

There is strong evidence of such a philosophy in the program buys 
of such corporations as Du Pont. U. S. Steel. Hallmark. Firestone. 
Texaco, Purex, Philip Morris, and. of course, Bell & Howell. 

Tv will be much healthier when those who sell it, and more of 
those who buy it, recognize that "maximizing profits" is much too 
limited an objective. 

Tv can and should do more for a corporation than that. ^ 



2 JANUARY 1961 



curious mind and an insatiable desire to turn 
impractical ideas into workable and useful devices . . . these are the elements which put 
the stamp of "Know How" on Thomas Alva Edison. It resulted in more than 1,000 patents during his 
lifetime. This same desire to make the best even better is what also earns the "Know How" 
approval of advertisers and agencies for today's quality minded radio and television stations. 

:iv LVb 


ft, .... -. i 

Tht Onginal Station RwprtK-latx 


dallas • radio & television 

Your "Quality Touch" Stations! 





WVOK 50,000 watts 

WBAM 50,000 watts 





take advantage of the^^ 
BELMONT 'know how' . 

Overlooking Lake Michigan and 
Belmont Yacht Harbor. 12 min- 
utes from the loop— direct busses 
at the door. Spacious parking. New 
Banquet and Meeting rooms accom- 
modate up to 400 persons. 
Charming, new Mansion House 
Dining Room and unique Cocktail 
Room -The Dam Site. 

700 Rooms & Suites r~s 
Full Hotel Services 
Singles . .from $9 
Doubles, from $13 


General Manager 



■ H.I[>f.V!-M 


Reps at work 

Bob Bryan, Television Advertising Representatives, Inc., New York, 
suggests that other reps urge their stations throughout the country to 
make "featurettes" available for sale to national spot advertisers. 
"The featurette, as recently conceived, is a two-minute segment which 
consists of a one-minute commercial plus a one-minute public serv- 
ice feature, such as weather, cap- 
sulized news or sports," Bryan ex- 
plains. "The subject matter could 
be expanded, of course, to include 
traffic reports, a celebrity inter- 
view, highlights from an impor- 
tant speech or even an editorial 
comment. It is one of the most 
creative additions to the various 
shapes and forms that spot tele- 
vision takes. After viewing the 
first finished product via TvAR's 
video tape facilities, featurettes 
were purchased by a major national account and since that time 
have been bought and aired on TvAR stations in Boston, Baltimore, 
Pittsburgh, Cleveland, and San Francisco by other national adver- 
tisers. A steadily increasing number of advertisers will utilize them 
because of the programing identifications and strong sell combination." 

Bob Dore, of Bob Dore Assoc, New York, states that while ratings 
are extremely important, "there are many other factors that should 
be considered when a buy is made. Buyers on multi-market accounts 
have to make quick decisions and cannot constantly visit every sta- 
tion. The value of a rep salesman to buyers is his intimate knowledge 

of the markets and stations he rep- 
resents. We know from personal 
observation the composition of the 
market, consumer buying prac- 
tices, the occupations of the peo- 
ple, factory shift schedules, and 
most important, the details about 
the station — its programing and 
influence in the area." By way of 
amplification. Dore adds. "A d.j. 
at one of our stations is president 
of his area's Community Coordi- 
nating Council, composed of rep- 
resentatives from several hundred social, political, and civic groups. 
With a personal appeal to the Council, he can talk indirectl) to al- 
most every consumer in the area. He has encouraged main con- 
sumers to back specific products this way, and their sales have risen 
considerably. Thai form of merchandising cannot be found in rating 
books, but nonetheless is of \ ast importance to product sales managers." 



2 JANUARY 1961 

lhe walls 


tumbling do 




v i 






A number of publications were in the field 
(and had been for some time) when SPONSOR 
first opened its doors in 1946. All of them 
covered the broadcast industry, yet, strange- 
ly, not a single one concerned itself exclu- 
sively with the problems of the client— The 
man who pays the bills. We decided this was 
an area worthy of a business periodical. 

Everyone liked the concept of a brightly 
written, practical, interpretative publication 
for the decision makers in the broadcast in- 
dustry. But who would be found willing to 
educate his competitor? Who was going to 
give "The Enemy" honest facts or figures — 
or even worse— ideas? Could Any book knock 
down these granite walls of secrecy? 

The answer to that is an established fact 
today. In its 15th year, SPONSOR is one of 
the big names in American business journal- 
ism. Practically every door is open to its staff. 

How much we have contributed to the crum- 
bling of advertising's walls of Jericho is, of 
course, for you to judge. But the hush hush 
tradition is gone and SPONSOR, who pio- 
neered and fought for the open industry con- 
cept, sincerely believes that the dissemina- 
tion of information has benefited all. 

As we enter 1961 we find an even greater 
need for the kind of information SPONSOR 
provides. The need to move goods and even 
more important, the need for free exchange 
of ideas to stimulate the mind of man every- 
where, was never more vital than it is right 
now. No one knows this better than the 
"SPONSOR" who is doing business in America 
and all over the world. 


every industry has its walls of Jericho . .'. 



While the walls of industry secrecy come tumbling down, the rising tide of trade 
periodicals has created a new wall. There's a wall of resistance against 
the host of books that vie for the busy executive's reading time. 
He can't read them all. He picks and chooses. A conscientious editor sees the signs, 
reappraises the niche he fills, bends his thoughts on but how to fill it 
better because here lies not alone leadership but sheer survival. 

SPONSOR long ago recognized these cardinal facts 

(1) Every reader is busy (2) Every reader is selective (3) Every reader 

gravitates to one/or two "keep posted" books (4) Victory in the battle for readership 

goes to the trade publication that best pinpoints its targets, that best 

establishes a community of interest with its specialized readers, 

that best provides maximum benefits for minimum invested time. 

The specialized busy readers whom we serve are first the time-buyer, 

second the agency account executive and broadcast-interested ad manager, and third 

all others at both agency and sponsor levels who are in any 

way concerned with broadcast advertising. 

SPONSOR is not all things to all people. It is no buckshot publication. It is specific 
in its goals. Its pinpointed objective is to bring to its readers information 
of vital interest week after week that may help in the formulation of better decisions 
wherever TV or radio buying are involved. 

The editorial law at SPONSOR is, "Every story, department, and item must be written 

to benefit the man who foots the bills." Sometimes this is done indirectly, 

as when we delve into station public service. But the benefit to the buyer is always there. 

In 1961, you'll find more stories on agency media department reorganization, 

buying problems such as excessive paper work and ratings, the shifting 

sands of station ownership, broadcast failures as well as successes, Washington doings 

from a dollars-and-cents point of view, the changing role of the 

time buyer, his relationship with the national rep. There will be more emphasis on the 

news behind the news. You'll find each issue a reflection and 

interpretation of the industry's activities and problems that a 

broadcast decision maker must read to really keep posted. 

With the claims and counter claims made for every competitive magazine, one 

thought emerges. All books are good — for somebody. SPONSOR (in the 

opinion of every independent reading survey made) happens to be good for broadcast 

buyers. No other book does the same job. That's why practically 

everybody involved in the purchase of time reads SPONSOR. 

If you want to reach these people in 1961, you'll find absolutely 

no readership wall when it comes to SPONSOR. 




WGAL-TV Religious Programs 

Religious programming on Channel 8 will soon 
enter its THIRTEENTH YEAR. During this 
period, WGAL-TV has cooperated with all religious 
groups throughout its coverage area. Religious 
telecasts are just one phase of this station's 
many activities in the course of public service. 

Lancaster, Pa. • NBC and CBS 

Clair McCollough, Pres. 

Representative: The MEEKER Company, Inc. New York . Chicago • Los Angeles • San Francisco 
18 SPONSOR • 2 JANUARY 1961 


Most significant tv and radio 

news of tlie tveek with interpretation 

in depth for busy readers 


2 JANUARY 1961 

Copyright 1961 



What are some of the problems, shifting directions, heightened interests, sell* 

ing patterns ami other portents that trade observers see for air media in 1961 ? 

SPONSOR-SCOPE's quiz along these lines drew a melange of responses which might l"' 
reduced to these highlights: 

• The big question mark for the first half of the year and perhaps beyond will be the au- 
tomotives. With the industry still in the throes of a marketing revolution and faced 
with negotiations for a new union contract in August, will it follow tradition and make its 
next season's ad commitments in March-April? 

• Lots of the smaller national advertisers will be inclined to play it by ear in their ad- 
vertising-promotional efforts and revert to the stratagem of playing it market-by-market. 
The general effect will be strongly favorable for spot. 

• In daytime network tv reshuffling of schedules will be looser but the pattern of selling 
won't change much. Its practitioners feel that it's about reached the acme in flexibility. 

• AihTiates will continue to pressure the tv networks for easing the rules on prod- 
uct protection in order to minimize their conflicts in chainbreak sales. 

• The networks will find themselves forced more and more into furnishing advertisers 
with qualitative breakdowns, which, in effect, is relating the audience produced to its buy- 
ing potential. Does the program's audience match the marketing potential and objectives? 

• Tv will see more seasonal operations a la Shulton, with the advertiser picking up 
his own batch of film programs or documentaries and setting up his own spot network. 

• Some genius will come along with a practical answer to the single vs. local rate has- 
sle and provide for national users of spot radio assurance that a competitor isn't paying less 
for the same thing. 

If you need a quick estimate on what tv grossed from time on the national 
front for 1960 these might do: network, $680 million; spot, $650 million. 

In terms of increase it's 10% for network and 6-7% for national spot. 

Bosco (Donahue & Coe) is beginning to find its way back to spot tv with an 
initial buy of seven markets. 

The product was hauled into Dennis the Menace by Corn Products and in the process gave 
up quite a franchise of local kid show participations that it built up over the years. 

Apparently, as one rep put it, the brand's marketing people found out that it takes local 
personalities to really sell the kids. 

There's still plenty of action in the national spot tv marts. 

The buying for January starts included these accounts the past week or so: 

NEW YORK: Lever's Stripe and Lux (JWT) ; instant and regular Tenderleaf tea (JWT), 

7 weeks of daytime minutes; Jack Frost sugar (Y&R), late evening and day I.D.'s at the 

rate of 10-15 a week; Beech-Nut (Y&R), 5 one-minute spots a week around kid shows; 

Tareyton filters (Gumbinner), a 4-week flight; Premium Duz (Compton), fringe minutes. 
CHICAGO: Quaker Muff ets (Compton); Miller High Life (Mathisson), news, sports, 

chainbreaks; Pillsbury (Burnett), 3-4 months schedules and an extensive market list; 

Lever's all (NL&B) ; 5 Betty Crocker potato products (Knox Reeves), 3-weeks in east; Crown 

Shoe Stores (Garfield, Linn), initiation into national spot tv. 



SPONSOR-SCOPE continued 

Mennen's (Warwick & Legler) affirmation of its faith in radio: for 1961 it's 
not only retaining all 80-odd markets but augmenting its schedules in spot and is 
also renewing its ABC, CBS, MBS spreads. 

Tv will come into the Mennen picture later in the year, but it'll he strictly spot. 

Another cheery year-beginning note for spot radio: Hills Bros, coffee (Ayer) is mak- 
ing its initial flight (8 weeks) for '61 an average schedules of 30 spots a week. 

Also worthy of note for that medium: Maxwell House coffee via its agencies is asking 
what other brands are doing in certain markets. Could mean it's got radio plans. 

Looks like Norelco (LaRoche) for the first half of 1961 will buy into network 
spot carriers and supplement this with weekend spot tv blitzes. 

The shaver spent $1.3 million on blitzes in 120 markets the last I960 quarter. 

Average sets-in-use, according to ARB, took a dive last month: it was 60.1 
this time as compared to 62.6 for November 1959. 

The possible reason: the abnormally balmy weather that prevailed throughout most 
of the country last month. 

This ARB report may take some of the sting out of the plaints tv reps have 
been lodging against Nielsen's November local ratings. In many cases stations showed 
quite a drop in sets delivered for the month and reps argued that the service should have 
avoided a period in which there were lots of election preemptions. 

What fired the reps to begin with was this: some timebuyers cited the numbers to 
needle the reps about their stations' rates being out of line. 

More big budgets migrated from one agency to another during the second half 
of 1960 than the like period of the year before. 

Conspicuous among the migrants was the Chrysler empire and a couple of petrol 

What also gave the trek a special bite was the fact that only two or three agencies bene- 
fited substantially: BBDO, Compton and Clinton E. Frank. 

Here are some of the switches, with the list restricted to those accounts that have strong 
air media links: 






Dodge cars 




Shell Oil 
















Toni W. Rain-Prom 


Clinton Frank 


Cities Service 




Dodge trucks 

Ross Roy 



Continental Oil 


Clinton Frank 


Ruppert Beer 


Warwick & Legler 


B. T. Babbitt 

Brown & Butcher 

Geyer, MMB 


Bromo Seltzer 




Edison Institute 








GM Tv Institutional 




Strongheart Dog Food 






Daniel & Charles 




Reach, McClinton 


Old Milwaukee Beer 


Gorden Best 


Rival Packing 




Arnold Bakers 


Donahue & Coe 



• 2 JANUARY 196 

SPONSOR-SCOPE continued 

The daytime sales year ended rather briskly at NBC TV, w itli the biggest » lialk- 
u p registered for Simoniz (DFS). 

Simoniz put itself down for about S2 million iii daytime for the first three 1961 quar- 
ters. (It also gave ABC TV somewhat over a million for nighttime participations. Other 

money has been earmarked for spot I 

Other NBC sales: Dow's Handiwrap (NCK), -.500,000; an additional $100,000 from 
Toni for the first quarter; a minute a week from Crackerjack (Burnett) on the Shari Lewis 
show over 12 weeks. 

NBC TV seems to have edged into first place on daytime ratings and average au- 
diences, if the 11 November NTI serves as the yardstick. 

Here's the supporting breakdown applied to Monday through Friday — which NBC last 
week circulated among New York agencies: 


NBC TV 7.1 3,209,000 34% 

CBS TV 7.0 3,164,000 32% 

ABC TV 3.5 1,582,000 IV, 

The same communique stated that NBC had a 45% share of the Saturday morning 
audience as against CBS's 34%, with AA homes being 4,865,000 vs. 3,651.000. 

It's quite possible that 30% of tv network nighttime advertisers are buying this 
season strictly on a basis of participations, as compared to 25% a year ago. 

Note in the following chart on tv purchasing trends, as studied by Nielsen, the growth of 
not only the multi-participations user but the buyer of combinations — single sponsorship, 
alternate sponsorship and participations: 

1959 1958 

19% 15% 

35% 42% 

10% 16% 

6% 2% 

7% 6% 

7% 3% 

16'- 16% 

Note: Covers January of each year and 7-11 p.m. Monday through Sunday. 

Two newcomers to nighttime tv have teamed up to co-sponsor an ice show spe- 
cial as an Easter promotion. 

One is Minute Maid out of Bates and the other. Tupperware (plastic) out of BBDO. 
The program itself will run around §160,000. 

Judging from the latest NTI ( 11 November), these are the odds this season for the 
various types of regularly scheduled nighttime shows to make the top 40: 
Westerns: 11 out of 21 
Suspense: 6 out of 19 
Situation comedy: 10 out of 2 1 
Adventure: out of 5 
Variety: 7 out of 14 
Quizzes, panels: 5 out of 8 
General drama: 1 out of 7 

Gold Seal bleach (Campbell-Mithun), a spot perennial until last year, is again throw- 
ing its lot with NBC TV daytime. 

It's committed at the rate of about S600.000 for 1961. 

SPONSOR • 2 JANUARY 1961 21 



Multi only 


Alternate only 


Single only 


All 3 combinations 


Alternate & multi 


Single & multi 


Single & alternate 


SPONSOR-SCOPE continued 

ABC Radio quickly got a sponsor for Alex Dreier, whom it took over from 
NBC: it sold his new comment strip for Dodge (BBDO Detroit). 

The order is for a minimum of 13 weeks. 

Spot tv lost out on a hunk of first quarter Anahist (Bates) money, with NBC TV 
daytime the beneficiary. 

The money came from some nighttime participations cancelled out of NBC and the ques- 
tion posed was whether to put it into spot or daytime network. 

The order as it turned out: five quarter-hours a week for six weeks stretched over 
12 weeks. 

International T & T, now at F&S&R, is down to the fine strokes in picking a 
new agency for its $1.5-miUion budget. 

At the moment it looks like the account will land at Burnett. 

ABC TV will be embarking in 1961 on an effort to compare media profiles, 
something, it admits, leans heavily toward the theoretical, but it will try anyway. 

The main objective of this media counter-profiling will be the women's magazines. 
Basically, these studies will seek to show that the big circulation books of this descrip- 
tion have their heaviest readership among professional men and not enough among 
housewives — especially those with larger families. 

The concept of the preemptible spot and the adjustable rate seems to be spread- 
ing: it's been adopted by several Adam Young tv stations. 

This is the ratecard which is divided into three sections. The spots in section I have 
fixed position; section II spots cost less but are movable on two weeks' notice if a set 
position is wanted by another advertiser and he'll pay the section I rate, while section III spots 
— lowest in cost — are preemptible without notice for advertisers buying at section I 
or Bi rates. 

Marketingmen will tell you that the smaller companies packing film for con- 
sumers are away behind the times in placing the right advertising emphasis. 

Supermarket sales — the packs are spotted near the checkout counter — have become 
a major factor, but these oldline companies go on preferring to make dealers the major 
target of their ad efforts. 

Meantime, the margin for Eastman Kodak (JWT), which now uses both night- 
time and daytime tv, continues to burgeon. 

Don't minimize the status of the marketing expert in ad agencies : employment 
people specializing with agencies report that the demand is predominantly heavy 
for marketing directors, market researchers and accountmen with marketing back- 

They say there seems to be a scarcity of these types, with the call for them greater than 
it's been the past three years. 

Incidentally, there's quite a demand among reps for good young material border- 
ing on the trainee level in the 27-32 age bracket. 

For other news coverage in this issue: see Newsmaker of the Week, page 7; 
Spot Buys, page 47; News and Idea Wrap-Up, page 50; Washington Week, page 55; sponsor 
Hears, page 58; Tv and Radio Newsmakers, page 63; and Film Scope, page 56. 

22 SPONSOR • 2 JANUARY 1961 

$n ik yW oj cjUtCfc and ytfcnnj.' 


HAYDN R EVANS. General Manager • Represented by THE KATZ AGENCY 



49th and 


Cheered cheerleaders 

Thank you very much for using the 
picture of the KQV High Hooper's 
cheerleaders in the 19 December issue 

Everyone here was real thrilled. In 
fact, our charming cheerleaders would 
all like to get a copy. If it is possible, 
please send us a half dozen tearsheets. 

Bill Thieman 

sales service director 


Pittsburgh, Pa. 

Can the canned applause 

I am impelled to raise my small voice 
in protest of the "augmented ap- 
plause" with which the listener is in- 
flicted on any television programs. 
Personally, I am a great admirer 

of such programs and personalities 
as Danny Thomas and Red Skelton. 
In our Jiome we shut the television 
off when these prime presentations 
are offered for the reason that the 
deafening applause constantly step- 
ping on the lines of the performers is 
so disturbing as to detract immeasur- 
ably from the entertainment value of 
the program. 

Example: a somewhat unusual oc- 
casion, seven people viewing a pres- 
entation of the Danny Thorns show, 
the audible "applause," or laughter 
of this live audience was canned with- 
out its knowledge. On two occa- 
sions there was a brief giggle on the 
part of two units of the live audience, 
both of which units were somewhat 
immature. All of these persons evi- 


Radio Station WS 

650 KC 

is pleased to announce 
the appointment of 

Henry I. Christal Co., Inc. 


as exclusive representatives 
Effective January 1, 1961 


denced irritation with the "mechani- 
cally augmented" applause. 

Why do producers so afflict the 
listener? Television, in my humble 
opinion, has less appeal than formerly 
and public appreciation is, generally, 
on the decline. I sometimes wonder 
if producers ever view television 
themselves for personal entertainment. 

W. Polje 


Pollyea Adv. 

Terre Haute, Ind. 


I would like to express my appreci- 
ation for your wonderful article of 
December 19 concerning our client, 
American Machine & Foundrv Com- 
pany, and the Tomorrow program 
series. Needless to say. both we at this 
agency and the client were very 
pleased with the results. 

I do want to bring to your attention 
a couple of minor errors that may 
already have been brought to vour 
attention. I was not the commercial 
producer but rather as noted below, 
the tv account executive responsible 
for the over-all job. Several of our 
commercial producers worked on the 
commercials and, in our opinion, did 
an excellent job. Credit for the so- 
called silent commercial should go in 
part to Hugh Brown who oversaw 
this particular production. 

In Big City-1980, Claude E. Shan- 
non participated in the program but 
was not the principal who worked 
with Garry Moore. Credit here 
should go to Dean Burchard. 

Richard H. Depew 

account executive, 

radio, tv dept. 

Cunningham & Walsh. Inc. 


Pet peve 

Now that we are approaching the 
season for the big bowl football games 
on tv, may I presume to give a few 
tips to the sponsors, producers, and 
announcers who bring them to us. 

This concerns the half-time pag- 
eants and musical presentations on 
the field, which we believe are a dis- 
tinct part of the bowl game, yet many 
producers are prone to practically 
eliminate from the show. 

This usually starts with a quick 
flash of the band lining up on the 
starting line while the announcer 
states — "We will take you back to 
the field in just a moment . . . but 



2 JANUARY 1961 

first here is Joe Blow who want* to 
talk with \<>u ahout the game." Thin 
we get a five-minute shot of a most 
uninteresting announcer, interview- 
ing some local politician or sportfl 

expert, who tell- you again all about 
what you have jusl been viewing for 
one hour and a half, and which con- 
tributes nothing to the interest or im- 
portance of the particular game. 
Meanwhile some 100 or more bands- 
men, majorettes and Bag girls are 
marching their hearts out in a spec- 
tacular field show, the music for 
which can he heard vaguely behind 
the so-called inten iew. 

So— Mr. Producer! Win cannot 
your introduction to the so-called 
celebrit) he limited to a few seconds 
I,, see his face and then pick up the 
field show with its activity, hut let 
the interview continue (if it is neces- 
sai\ and allow the background 
music to he heard? 

>nd when you do get the field 
show on the screen lets see more of it 
and less of some little majorette wig- 
gling ahout. while the other 100 
members of the unit cannot be seen. 

We realize that you must pick up 
some human interest shots hut give us 
more of the entire show from the 
field, for a large number of people 
have sweated out a lot of time and 
effort to entertain us and — as part of 
the show — we'd like to see all of it 
that we can. 

Don McGee 

Past Nat'L Commander 

All Amer. Drum & Bugle Corps 
& Band Assn. 

J entura, Calif. 

We're included 

Enclosed you will find a copy of an 
informational packet called "Televi- 
sion and Politic-." which was pre- 
pared this fall by the department of 
special projects, information sen ices, 
of the CBS Television Network, and 
distributed without charge to the 
managers of the CBS affiliated sta- 
tions. "\ ou will notice that it includes 
several reprinted articles, intended to 
serve the station managers as refer- 
ence sources in preparing public 
statements or speeches. 

In the aftermath of the elections, 
interest in "Television and Politics" 
continues on a level which seems to 
justify a supplementary packet. We 
would very much like to include in it 
"Tv's S20.000.000 Gift— To the Pres- 
{Please turn to page 641 

In Rochester, N. Y. 

On -The -Spot, Local Radio Buyers 

KNOW The Smart Buy Is... 


When They Sponsor 



STAY Sponsors 

The Following 
LOCAL Buyers Have 
Sponsored This Show 
Uninterruptedly For 









2 JANUARY 1961 


Vice President and Managing 


Executive Vice President 
and General Manager of 
Jefferson Standard Broadcasting Con- 

"We accept this first annual TV Grand Award for 'outstanding 
leadership in promoting highway safety' with the pledge that 
we will continue to give 'outstanding public service' to our 
636,900 TV families. " 

"Winning this first TV Grand Award in statewide competition with all other 
TV stations is a twofold honor for WBTV since the award is an official 
project of the Governor's Traffic Safety Council and because it represents 
another first award for the Carolinas' first station. We gratefully accept this 
honor to add to WBTV's lengthy list of public service awards." 




2 JANUARY 1961 

Tv Advertising— Past, Present, Future 







$1,640 millions 



SI ,755 millions 

$1,510 millions 

$1,354 millions 


DOHERTY ESTIMATES AND FORECASTS for 1960 and 1961 include time, talent and commercial 
costs as do 1968 and 1959 figures which are takenfrom McCann-Erickson-'Printers* Ink' compilations 




TV -Radio Management Corporation 

19vU was the first year that television ad- 
vanced beyond the 14% ratio of total all-media 
advertising despite the fact that tv revenues experi- 
enced the lowest percentage annual increase, over 
the preceding year, in a decade. 

Our year end estimate indicates an aggregate of 
$1,640,000,000 in tv advertising for the year 
1960. This estimate represents a 9% increase 
from the $1,510,000,000 level of 1959 and it 
figures out to be 14.3% of total media expendi- 
tures which, in all likelihood, came to approxi- 


2 JANUARY 1961 

mately $11,395,000,000, a modest 2.5% increase 
above the 1959 level. 

From the 1960 estimated $1,640,000,000 tv 
advertising expenditures, the tv stations (exclu- 
sive of networks and network owned stations) re- 
ceived revenue of approximately $737,000 as com- 
pared with the official FCC figure of $(>7 ( >.<)<)() in 

For 1959, the television stations of the industry, 
exclusive of network owned stations, obtained 45% 
ot the total dollars spent by both national and local 


sponsors on television. 

The 55% balance was absorbed by 
talent and production costs, network 
service charges plus revenue going to 
networks and their owned and op- 
erated stations. 

1960 radio, as a total industry, at- 
tracted an estimated 5% increase in 
ad dollars, thereby advancing to 
$675 million in advertiser outlays. 

SPONSOR (2 January 1960) pub- 
lished our 1959 advertising and 
broadcast estimates and 1960 fore- 
cast. When, in the spring of 1960, 
the advertising record was finally tab- 
ulated and completed for 1959, our 
preliminary year end estimate of 
$1,505,000,000 for tv advertising 
was within a fraction of 1 ' < of the 
actual 1959 figure of $1,510,000,000. 
We also predicted, last January, that 
for 1960 tv would slightly exceed 
14% of the total advertising pie. We 
now estimate that, during 1960, tv 
attracted 14.3% of all local and na- 
tional advertising. 

We are equally confident that our 
current year end estimate of $1,640,- 
000,000 will prove out as being very 
close to the actual and final record 
for 1960. 

We calculate the $1,640,000,000 

volume of tv advertising, for 1960, 
as being derived according to the 
following pattern: 

1960 Estimate % Increase 

(millions) Over 1959 

(Net and Spot) $1,357 +9% 

Local 283 +7% 

Total $1,640 +8.6% 

Unquestionably, tv and radio sta- 
tion profits generally did not rise as 
much as tv advertising expanded. 
Most tv stations felt a profit margin 
squeeze during 1960, as operating 
costs pushed upward due largely to 
rising payroll costs and, in many 
cases, to inadequate cost controls. 

In the radio broadcast industry, 
the estimated 5% increase in adver- 
tising found a wide divergence in sta- 
tion revenues and profits. Some 750 
top radio stations, we have reasons to 
believe, achieved a 10% to 20% ad- 
vance in revenues. The majoritv of 
individual radio stations about 
equaled their 1959 sales revenue 
while 20% -25% of the stations ex- 
perienced a decline. 

The strong intra-market competi- 
tion among radio stations not only 
enlarges operating costs but results 
in sales gains by the better managed 
stations at the expense of other sta- 

tions in the same market. These days, 
whenever a given radio station 
achieves an annual 10%, or better, 
rise in sales revenue, there is practi- 
cally always a competitive decline by 
another station, or stations, in the 
Business Recession: 

In our SPONSOR (2 January 1960) 
business review, we specifically pre- 
dicted that an economic recession 
would gather momentum during the 
last half of the vear and extend into 

It is obvious to everyone who reads 
business and statistical publications 
that 1960 started off as a year of 
modest growth and expansion but 
that, by early summer, the economic 
machinery began to develop malfunc- 
tioning. Production in most indus- 
tries began to slip; inventory buying 
slowed down; the majority of corpor- 
ations came up with lower profits for 
the third and fourth quarters; sum- 
mer seasonal declines in production 
and retail sales were a bit bigger than 
usual; fall seasonal improvements in 
production and retail sales were less 
than normal; by mid-summer the 
stock market stalled and, upon later 
reappraisal of the economic picture, 
went into a considerable decline; un- 

Radio's Ad Record and Future Outlook 







$695 millions 


$ 616 millions 


1958 AND 1959 FIGURES from McCann-Erickson-'Printers' Ink' compilations, 1960 estimate and 1961 
forecast by Richard P. Doherty. All figures are for total radio ad expenditures, net, spot, and local 



employmenl progressively increased 
to a current level of just under five 

million persons. 

To denj the fact that a recession 
process has been underway for the 
past several months is to ignore the 

economic facts of life. 

I960 will unquestionably average 
out at a level about equal to, or 
slightly below L959. To this extent, 
the 1960 economic pattern will con- 
form rather precisely to our January 
1960 prediction. 

The recession of the past >i\ to 
seven months had a positive impact 
on advertising expenditures and u 
radio advertising dollars. 

Advertising has an inherent growth 
factor commensurate with the basic 
trend in our total economy. Actually 
the ratio of advertising expenditures 
to gross national product (GNP) 
has tended to increase slightly over 
the past 15 years. Nevertheless, ad- 
vertising budgets are alTected l>v cy- 
clical ups and downs in general busi- 
ness. The estimated modest 2.5' i in- 
crease in total all-media advertising 
I local and national) clearly reflects 
the economic recession which devel- 
oped during the year. Likewise, tv 
and radio advanced less than yvould 
have been true had there been no 
general business decline during the 
latter half of 1960. 

\\ ithin the over-all advertising pat- 
tern, tv has persistently displayed a 
growth vitality which attracted an 
■ \ er larger share of the total advertis- 
ing dollar. The rate of annual tv ex- 
pansion has slowed down but the un- 
derlying trend remains stronger than 
other media. Thus, tv's 1960 increase 
reflects largely the industry's enlarged 
share of the total advertising pie. 

On the other hand, radio is pretty 
much of a cyclical industry. Its 
growth and annual fluctuations re- 
spond mainly to the over-all economic 
growth trend and business evele pat- 
tern of the American economy. 
1961 Forecast: 

General American business, cur- 
rently (January 1961) remains in a 
recession process. The economic de- 
cline of 1960 has not yet terminated 
or worn itself out. There are no 
strong factors working for a quick 

We are not starting 1961 on the 
threshold of a brisk recovery. Recov- 

m< II Mil) P. DOHERU 

u lii) prepared ilii- economic 
review and forecast, is a 
well-known business con- 
sultant in the radio i\ field. 
\ former \ .p. "I N \ B, spe- 
cializing in station econom- 
ics, and one-time professor 
at Boston I University, In- has 

numerous book- to lii- credit. 


1N0 IMMEDIATE BUSINESS UPSWING. The economic decline 
■ has not yet worn itself out. Recovery not likely for some four 
to six months. When it comes, will probably be a gradual process. 

2 TOTAL ADVERTISING AT 1960 LEVEL. Because of general 
■ business conditions, don't expect total U. S. advertising (all 
media) to be much above or below the 1960 level of $11,395,000,000. 

■ of advertisers toward tv will continue at reduced rate of 
growth. Total tv volume (net, spot, local) should be up 7.3%. 

4 RADIO'S GAINS WILL BE SMALL. Depending on general busi- 
■ ness upswing, radio may gain as much as 3% over 1960 but 
probably no more. Continued wide divergence in station revenues. 



IMPONDERABLES IN THE PICTURE. These include possible 
inflationary measures by the new administration, damage 
tv spot by new talent contracts, magazine competition. 

ery is not likely to show up for an- 
other four to six months and it will 
likely be a slow, gradual process. 

The nation's output of goods, as we 
start 1961. displays no signs of turn- 
ing upward. The ratio of layoffs to 
employment continues to increase. 
Retail sales improvements have been 
very sluggish in response to normal 
fall seasonal increases. There are no 
indications of a pickup in inventory 
buying. Lower interest rates and 
easier money conditions are inducing 
very little advance in business loans. 

The gold status of the nation has 
grown sufficiently serious to become a 
recurring news item yvith guarded 
hints that the dollar may be devalued 
and TJ. S. tourist expenditure- con- 
trolled and limited. Particularly -eri- 
ous is the fact that unemployment 
continues to mount. I>\ year's end, 
unemployment maj well approximate 
five million persons and there is the 
possibility that six million may be 
unemployed by the early spring of 

We are confident that the nation 


2 I AM ARY 1961 


does not face a recession of consider- 
able magnitude but there seems to be 
every reason to conclude that the next 
four to six months will continue on 
the down side. 

Some economists are predicting 
that the depression will become severe 
and extend itself over practically the 
entire year 1961. Personally we do 
not subscribe to this viewpoint, al- 
though we believe that there is a 50- 
50 prospect that the present recession 
will become quite substantial during 
the next several months. 

It is our forecast that general busi- 
ness will slip off another 5%-l% be- 
fore gradual recovery develops dur- 
ing the late spring or early summer 
of 1961. 

However, we recognize two oppo- 
site possibilities which would alter 
the 1961 business picture rather con- 

First, if the accumulated forces of 
recession should breed a psychology 
of increased business and consumer 
caution and this were coupled with a 
failure to correct our adverse inter- 
national monetary-economic trends, 
general business would likely decline 
another 10% and the recession would 
extend itself over most of 1961. 

Second, if the Kennedy Adminis- 
tration displays an early aptitude for 
inflationary budget and legislative 
plans, the economy will generate fair- 
ly fast and appreciable recovery ten- 
dencies. The threat of "above aver- 
age" inflation will stimulate new 
building construction, durable con- 
sumer goods purchasing, inventory 
accumulation, new orders for plant 
and equipment and expansion in bank 

Should incipient inflation be evi- 
dent in Administrative policy, 1961 
will find the economy bounding back 
early and sharply. However, the illu- 
sionary benefits will be offset by a 
rather severe recession within two 
to three years. 

What about advertising in 1961? 
Assuming the adequacy of our fore- 
cast for a continued 5%-7% decline, 
followed by modest and gradual re- 
covery during the latter portion of the 
year, 1961 general business will aver- 
age out at approximately the same 
level as over-all 1960. At best, we 
don't expect 1961 general business to 
I Please turn to page 63) 


^ New tv and radio order contract developed by 4A's 
and Station Representatives Assn. streamlines buying 

^ Simplified system is replacing the standard two- 
fold effort which calls for confirmations and contracts 

I he flurry of spring spot bu\ ing 
which begins this month will leave 
buyers with more time for creative 
decisions because of a cutdown in 
paper work, thanks to a new contract 
form developed by the Station Rep- 
resentatives Assn. with the approval 
of the 4A's. 

The 4A's, as well as the representa- 
tives' group, have long been concerned 
with the mounting pile of papers with 
which media people must cope, and 
with the attendant personnel and time 
costs. SRA's new contract form, is- 
sued to its 20-member representative 
firms in November, gives a recom- 
mended format for the purchase of 
spot television and radio time by na- 
tional advertisers and their agencies. 

The new form cuts the processing 

of contracts in half — thus saving half 
of the paper shuffling as well as half 
of the incalculable amounts of time 
spent in confirmation and finalization 
of contracts. Here's how the simpli- 
fied system works: 

Heretofore the agency would tele- 
phone an order to the representative, 
who, in turn, would get clearance 
with the stations involved. Then the 
confirming order woud be typed, sent 
to the agency, and the agency would 
prepare a contract on the basis of the 

Now the confirmation processing 
has been omitted, with the SRA mem- 
bers sending a single contract form in 
triplicate to the agency. The agency 
then signs two of the forms and sends 
them to the station, which keeps one 


LEADERS among those representatives who are circulating the new contract form to ad agen- 
cies after 4A sanction are (I), Jones Scovern, Peters, Griffin, Woodward, chairman of the SRA 
special committee for this project, and (r), Frank Headley, president, H-R Reps, both New York 



2 JANUARY 1961 

BROADCAST COMMITTEE of the American Assn. of Advertising Agencies worked with 
Station Representatives Assn. to develop simplified contract forms. Key planners included 
(I to r), Larry Webb, managing director, SRA, and Kenneth Godfrey, vice president, Four A's 

as its record of the transaction and 
which countersigns the other and re- 
turns it to the agencj as the agen<\ b 
record of confirmation. The third 
copv is retained within the agency as 
its working coj>\ . 

Young & Rubicam is in the van- 
guard of advertising agencies which 
have accepted the new form and 
streamlined system of contract proc- 
essing with enthusiasm. This is true 
also of eight of the 20 SRA members 
who will have adopted and circulated 
the new contract form within the next 

SRA's members include the largest, 
busiest, and most inlluential represen- 
tative organizations in the broadcast 
industry, accounting for perhaps 80 
of all national spot business. Among 
the SRA members to adopt the new 
form as soon as it was introduced in 
November were H-R radio and tele- 
vision, John Blair radio and televi- 
sion, and Peters, GrifTm. \\ oodward. 

Many of other members are 
waiting until heir current supply of 
confirmation and or contract forms 
is depleted, at which time they will 
have the forms printed on their own 
letterhead and circulate them to 
agencies with whom they do business. 

Larry Webb, managing director of 
SRA. cites this move as one in a con- 
tinuing and strenuous series to cut 
down on paper work involved in the 
spot buying procedure. The advan- 
tages of the entire program, as well 
as of this specific new contract form, 
in his view: "The elimination of un- 

necessary paper work and therefore a 
decrease in the cost of doing business, 
as well as the elimination of errors 
and the possibility of errors" in the 
typing, retyping, and doubling up of 
the confirmation and contract orders. 

He has made arrangements with 
New York printers to accommodate 
requests from representatives, agen- 
cies, and stations wishing to duplicate 
the new form, and reports that many 
non-SRA members as well as indi- 
vidual radio and television stations 
have made plans to convert to the 
new one-form system. 

I In I.. i . 1 1 station w ill adapt tin- 
form for use w ith local ami r< gional 
advertisers who don't place busii 
(hrougb i national repi esentative. 

The form itself, approved bj the 
\nici i. ,in Vssn. o| Vdvertisin 
ric-. was developed bj SB \ in 
operation w iih the I \ i ommittt • 
• • r t broadcast media. I his gi oup, 
compi ised of top ei helon media 
ecutives from agent ies in all parts of 
the country, is beaded by < bairman 
Leonard Matthews of Leo Burm-n 
Co., Chicago, and Vice-chairman 
Ruth Jones of J. Walter Thompson, 
New York. 

The members include Roberl II. 
Crooker, Jr., Campbell-Ewald, De- 
troit; Edward A. Grey, Ted Bates, 
New York; Arnold Johnson, Need- 
ham. Louis & Brorby, Chicago; Thad- 
deus Kelly, McCann-Erickson, New 
York: Frank Kemp. Compton Adv.. 
New York; William E. Matthews, 
Young & Rubicam. New York; Bettj 
M< Cowan, Henderson Adv., Green- 
\ille. S. C; Gertrude Murphy, Long, 
San Jose, Calif.; Frank Ott, D'Arcj 
Adv., New York; Sydney Rich. Jaffe- 
Naughton-Rich, Minneapolis; Robot 
Ross, Arthur Meyerhoff Assoc, Chi- 
cago; Holly Shively, Erwin Wasey, 
Ruthrauff & Ryan, Chicago; Pamela 
Tabberer, Liller, Neal, Battle & Lind- 
sey, Atlanta; Ralph Trieger, R. Jack 
Scott, Inc., Chicago. ^ 


REPRESENTATIVES combine confirmation orders 
with a contract on a single form, sending three copies of the 
final order for airtime to media department of the agency 

AGENCY keeps one copy for its files, to work from in 
the buying; sends two contract copies to individual station 
involved in each order for countersigning an agreement 

STATION returns one countersigned contract to the 
agency, no longer has the problem of agreeing in writing and 
returning both confirmation order and final contract form 


2 JANUARY 1961 


EXTENSIVE ADVANCE PUBLICITY for Hess Bros. WFIL-TV Christmas special included 
in-store displays. Over 50,000 entries were received in response to an on-the-air contest 



hat happens when a small-city 
department store buys a "special ' on 
a big-city tv station? When the store 
is as unique as Hess Bros., Allentown, 
Pa., and the show is heavily pro- 
moted, there are bound to be storms 
of response. And that's just what 

Hess Bros, has long been known as 
a promotion-minded operation. In a 
city of 108,000 people, Hess has built 
up its annual business volume to over 
$.30 million. The store's customer list 
is nationwide, with a big mail order 
business from all over Pennsylvania, 
plus parts of N. Y.. including New 
York City. 

Therefore, a buy on a Philadelphia 
channel, in this case WFIL-TV, would 
be reaching the store's immediate 
coverage area as well as the entire 
Philadelphia radius, containing many 
of Hess' mail customers. 

The show, which featured two 
\ niingsters in "a fantasy flight to the 
North Pole'' was presented Saturday 
10 December, 7-7:30 p.m. on WFIL- 
TV. There was heavy advance pro- 

The following arc the highlights of 
this promotion : 

• Newspaper saturation in Phila- 
delphia and Lehigh Valley news- 

• Week-long teaser campaign atop 
Hess' regular Christmas shopping ads 
in Allentown newspapers as well as 
TV Guide and Philadelphia papers. 

• A contest was staged in connec- 
tion with the show, offering $500 in 
prizes to home viewers. Ten dollar 
gift certificates, redeemable for pur- 
chases at Hess' department store, were 
awarded the first 50 people sending 
in correct answers to questions based 
on the show. The contest was pro- 
moted in advance via tv spots, as well 
as newspaper ads. 

The show was filmed on location 
at Hess' as well as in various sections 
of I he Pennsylvania countryside, with 
the balance completed at WFIL-TV's 

Although Allentown is in the Phil- 
adelphia coverage area, it is unusual 
for an Allentown advertiser to buy 
the entire area. The Hess telecast 
reached as far south as l)o\er. Dela- 
ware, as far east as the entire New 
Jersey shore, as far west as Lancaster- 
York, Pa., and as far north as War- 
I Please turn to page 64) 


^ Survey of Pulse data 
shows ranking changes in 
15 out of 22 top markets 

^ Adam Young research 
people compare ratings 
during six-month period 

he seesaw battle for audiences 
that goes on among the nation's ra- 
dio stations was graphically high- 
lighted in a survey released last week. 

Though little proof is needed, the 
study made clear, through charting 
ups and downs in station ranking, 
that radio is a dynamic medium and 
that the No. 1 station in a market 
must fight hard to keep seated in its 
ever-rocking throne. 

The added proof came in a study 
by Adam Young researchers. They 
took 22 leading markets and ranked 
the stations in first, second, and third 
place during two periods — February 
and August 1960. (In three cases 
March was substituted for Febru- 
ary.) Pulse ratings were used. 

The comparison showed that radio 
stations either advanced or were 
dumped from their win. place and/or 
show ranking in 15 out of the 22 
markets. The total number of changes 
in relative standing was at least 22. 
Furthermore, in nine of the markets 
the leading station in either the Feb- 
ruary or March ratings was un- 
ceremoniouslv pushed out of first 
place by August. 

The widespread changes in rank- 
ing made it fairly certain that a 
comparison of almost any group of 
markets would show a similar pat- 
tern, and certain!) a comparison over 
a longer period of time would reveal 
an even greater incidence of ups and 

There was no arbitrary choosing of 
markets in the list of 22. All were 
top markets, none ranking lower than 
27th in terms of metro retail sales 
(according to Sales Management) . 
The larger markets, naturally, con- 



2 JANUARY 1961 


tain more stations and reflect a more 
lively competitive situation. On the 
other hand, thej Bccounl for the lion's 

share of spot radio hillings, so that 
advertisers arc more interested in 
what goes on there than in the rest of 
the I . S. i ICC figures for 1959 show 
that the top 20 radio markets— in 
terms ol spot time sales account 
for 5395 <>f all spot radio money, 
while the lop 30 account for (>1%.) 

To the timebuyer, the significance 
ot the stud) left no argument on this 
-con-: buyers must always he up-to- 
date on ratings information. 

While it is true that the Adam 
Young comparison was a winter vs. 
summer study, buyers tended to dis- 
count the seasonal factor in explain- 
ing the large number of changes. 

One veteran timebuyer said: "I've 
been watching ratings go up and 
down for years and. believe me, it's 
a problem to keep up with the 
changes. I don't think the seasonal 
differences are important enough to 
account for what the Young stud] 
showed. If you compared the same 
markets during the same months in 
two different years, \ oifd find the 
same kind of thing going on." 

A media director at a medium- 
sized agency expressed surprise at 
what the survey showed. 

"I've never bought spot radio," he 
said. "I'm a print man myself and 
now. of course. I'm not close to day- 
to-day spot radio buying operations 
— though I'm responsible for them. 
Those figures are an eye-opener and 
make you realize what's going on in 
radio. But don't tell anybody I told 

\ media group supervisor at a top 
radio/tv agency made this point: "The 
studv shows a lot of changes but 
doesn't show why thev occurred. I'm 
not criticizing the study." he added 
hastily. 'I'm just -aying — and I've 
said this before — it's terribly impor- 
tant to get out of New York and see 
what's happening out there — and 
why. This reallv shows there's some- 
thing happening all the time and you 
can't always tell what from tapes. Let 
me tell you: radio still has a lot of 
kick in it." ^ 



February 1960 rank August 1960 rank 
MARKET 12 3 12 3 

Men- York* 







Los Angeh's 









1; <: 

























San Francisco 


















\ B C 

St. Louis 

\ I! 















































Kansas City 




























San Diego 














'Comparison based on March 1960 vs. September liNiO. All station ranklncs based on share of 
area audience 8 a.m. to « p.m , Monday through Friday, as reported by 
[nc \ means flrst place. "H." geoonil. ato 


2 JANUARY 1961 

£ T *- 

ABC PLANNING HUDDLE Includes (I to r) Alfred Schneider, v.p. administration, tv network, Frederick Pierce, mgr. tv network research, 
Julius Barnathan, v.p. for affiliated stations, Thomas W. Moore, v.p. net programing, Oliver Treyz, pres. tv network, Leonard H. Goldenson AB-PT 



^ Part II of SPONSOR series details some little- 
known facts on how ABC plans to 'stay youthful' 

^ Tv network's greatest asset for future lies in man- 
agement attitude toward manpower, say industry critics 


Crystal ball on ABC 

In 1960, after a dramatic four- 
year rise, ABC moved definite- 
ly into a top spot among the 
tv networks. Few organiza- 
tions have ever stirred up as 
much excitement or heated 
controversy. Two weeks ago 
(issue of 19 Dec.) SPONSOR 
listed some of the questions 
asked about ABC and the 
network's answers to them. 


^^peculations, predictions, prophe- 
sies about the probable future course 
of either an individual or an organi- 
zation can rely only to a very limited 
extent on stated aims and ambitions. 

Two weeks ago, in the first of two 
articles on "What's Ahead for Ollie 
Treyz and for ABC TV?" sponsor 
reported some of the answers which 
the tv network and the network's 
dynamic \<»ung president bave given 
to llii- question. 

In terms of public pronouncements, 
there can be no question that Treyz, 
Goldenson & Co. are on record as 
seeking improvements in many areas 
of network operation particular!] in 

news, public affairs, and serious pro- 

But a much more meaningful ap- 
praisal of what the future may hold 
for ABC depends on an examination 
of certain "intangibles" in the net- 
work's corporate personality and 

According to most agencymen, 
advertisers, and tv c o'm p e t i t o r s 
checked by sponsor, the one greatest 
asset which ABC has working for it 
at the moment is its distinctive man- 
agement attitude toward people. 

Even some of Ollie Treyz' severest 
critics (and like any other highly 
successful and controversial figure, he 
has plenty of them), are quick to ad- 
mit that one of Ollie's greatest fortes 
is his ability to pick and win the 
loyalty of first-class personnel. 

His record in this respect is called 
nothing short of outstanding, par- 
ticularly for so young an executive. 

Among the high-ranking broadcast 
figures whom Treyz has selected or 
helped develop are such men as 



2 JANUARY 1961 

Norman "Pete" Cash and George 
Huntington, president and executive 
v.p. of TVB, James Aubrey, president 
of CBS TV, Don Durgin, v.p. NBC, 

Thomas Moore program v.p. and 
Julius Barnathan, station relations 
v.p. at ABC. and Gene Arras, former 
ABC v.p., now v.p. in charge of net- 
work relations at the Grej Advertis- 
ing Agency . 

Far less well-known I in fart it lias 
never been publicized before) is the 
intensive executive training program 
which ABC has been operating since 
late 1956 when Treyz returned to the 

Unlike the famed NBC "page boy" 
system the ABC program concentrates 
on a few scrupulously screened gradu- 
ates of such institutions as Harvard 
Business and leading law and grad- 
uate schools, and puts them immedi- 
ately to work in cost control, station 
relations, research, sales, and other 

Trainees are given six to nine 
months in a variety of posts before 
receiving permanent network assign- 

At present ABC has eight executive 
training graduates in its middle man- 
agement echelons and three more un- 
dergoing intensive training. 

Of the program, Treyz says, "Our 
business, network broadcasting, is 
like a small town, and one of its great- 
est dangers is that of inbreeding." 

"The real question is — how to feed 
into the industry a steadv stream of 
outstandingly bright young men. 
"We've set up our training program to 
make ABC a magnet for these fellows. 
And we've found already that they're 
going to have a greater influenre on 
ABC than ABC has had on them." 

Treyz predicts that, as a result of 
this type of training "you'll see some 
unusual casting at ABC in the next 
few years." A firm believer in the 
fact that individuals have surprising 
and unexpected potentials for growth. 
he points out that ABC program chief 
Tom Moore came out of sales and 
thai Julie Barnathan. v.p. for station 
relations moved up from research. 

Presumably. ABC's executive train- 
ees are going to be given a chance 
to prove their mettle in a variety of 

In far the most important area, 
however, in which \BC"s future may 
I Please turn to page 6 1 I 










ILi i w»i "• -1Tf<i 1 if ¥ 











COPY SAMPLE (above) is type WAVE, Louisville, used to get from agencies, spent valuable 
time correcting. With publication of radio and tv standards, most copy today comes in perfect 


r\ new t\pe of service to agencies, 
involving a charge to violators, is 
gaining greater stature for WAVE 
Radio and Television (Louisville), 
more respect and cooperation from 
the agencies they work with, and, 
consequently, improved commercial 
copy for broadcast. 

The service, inaugurated last June, 
consists of two st\ le handbooks — one 
for radio, one for tv — which the sta- 
tion drew up for its own continuity 
departments and various local agen- 

Included in the booklets were re- 
quirements for deadlines, length of 
copy, sample commercials; in the case 
of television props and materials 
needs, and film and art specifications; 
Eor radio recorded and production 
spot needs. 

W WE salesmen distributed tin- 
booklets with a covering letter ex- 
plaining that "after 1 June, I960, it 
would be necessary for WAVE, Inc.. 
to charge agencies for an\ agency re- 

sponsibilities that the station had to 

The first month the charge was in 
effect, 13 bills for functions it per- 
formed were sent to agencies by the 
station. By August that number had 
dropped to three, and according to 
the latest report at sponsor presstime 
it was still at that level. 

How do the agencies feel about 
being fined for violations? They 
heartil) endorse it, as evidenced bv a 
letter to the station from C. Kenneth 
Meeker, v.p., The Mullican Co., I ouis- 
\ ille. in which he wrote: 

"We want to congratulate \\ \\ I 
on a job well done. Although we, 
as an agency, make it a practici 
meticulously meet media require- 
nu nt~ and deadlines, we realize there 
are those who give a bad name to the 
profession, in the eyes of both media 
and clients, b) nol meeting these re- 
quirement-; and responsibilities. Your 
code, undoul tedly, will help strength- 
en vour position and ours in tbe fu- 
ture.- 4* 


2 JANUARl 1061 


^ Spot salesmen don't make enough calls, formal 
presentations, advertisers opine in N. Y. Trendex study 

^ Answers came from Lever Bros., Bristol-Myers, 
General Foods, U. S. Steel, P. Lorillard, Sterling Drug 

^^pot radio billings might get a 
well-needed boost through more effec- 
tive, creative selling, several top ad- 
vertisers indicated in a study of ad- 
vertiser executives recently conducted 
by Trendex. 

Some interesting highlights of the 

study's findings include: 

• National spot radio salesmen are 
not making enough calls on the client 

• Those who have made calls are 
making only a fair impression. 

• Print and television salesmen are 


Here are several specific questions posed by BTS-Trendex in their 
recent study on radio spot salesmanship, conducted among some 
80 top national advertisers who are headquartered in New York. 

Have you had any spot radio presentations lately? {not 
informal pitches) 




Are television and print advertising salesmen outselling spot 
radio salesmen? 







Does today's programing have a bearing on spot radio's 
national sales? 







Are you willing to devote time for a presentation on what 
today's spot radio has to offer your product? 




iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 

outselling their spot radio counter- 

• Today's radio programing has 
a bearing on radio's declining na- 
tional sales picture. 

As the accompanying chart indi- 
cates, a larger percentage of respond- 
ents answered that they had received 
formal spot radio presentations "re- 
cently." However, Broadcast Time 
Sales, underwriter of the study, 
points out that the percentage of 
negative respondents is large enough 
to warrant consideration and a pos- 
sible remedying of the situation. 

BTS sums up the reason for un- 
derwriting the study by posing the 
following question: "Why is it that 
the national spot radio medium, de- 
spite outstanding cost efficiency ad- 
vantages and a proven great selling 
force, has to an extent been bypassed 
for other media?" 

Answers came from one-third of 
80-odd top U. S. advertisers head- 
quartered in N. Y. Included in the 
companies which cooperated were 
National Dairy. Borden Co., Lever 
Bros., Bristol-Myers, Tetley Tea, 
Corn Products, General Foods. Col- 
gate-Palmolive. Continental Baking, 
American Home Products, U. S. Steel, 
American Chicle. P. Lorillard, Ster- 
ling Drug, Standard Brands, Philip 
Morris, and American Tobacco. 

Although a large majority of the 
respondents believe that "tv and print 
salesmen are outselling spot radio 
salesmen," it is apparently by default. 
As one food company executive put 
it. "spot radio salesmen just do not 

Here are some opinions regarding 
tv print salesmen outselling spot ra- 
dio salesmen: "They (tv and print) 
call more and we hear from them, 
moreover." "Print and tv men are 
more forceful about presenting facts 
and proof." "Print salesmen know 
their story and deliver it well.'" 

When asked whether or not adver- 
tising agencies "short-change" ra- 
dio, some comments were as follows: 
"The agencies are not as convinced 
that radio can do a good job." Agen- 
cies have the feeling that radio plays 
i Please turn in page 6 1 1 



2 JANUARY 1961 






presented on the following pages were originally 
run in sponsor's regular feature "TV Result^"' dur 
ing 1960. Here is summarized, as a guide to ad 
vertisers and agencies, man) of the highly sui 
ful campaigns on local tv throughout the country 
From a wide variety of product and service cate 
gories, ranging from appliance- to movie ill sal ;rs 
the) -how how t\ can be used to best advantage 


2 JANUARY 1961 




SPONSOR: Moore's Wholesale AGENCY: Direct 

Capsule case history: On a recent Wednesday night, 
Moore's Wholesale of Harrisonburg, Va., purchased WSVA- 
TV's Don Reno & Red Smiley Show in an effort to pro- 
mote a special sale on Hot Point appliances. Additionally, 
the company purchased half-sponsorship of Valley Barn 
Dance on Saturday night of the same week, and 20 ROS 
10-second announcements. No other advertising was used. 
By special arrangement with WSVA-TV Don Reno and 
Red Smilev performed at the sale. Total cost to Moore's: 
$730. Due to the tremendous number of people who turned 
out for the sale many had to wait outside. Eventually cus- 
tomers were allowed in the store in groups — the first group 
consisting of 1,800. Before the day was over Moore's en- 
tire stock was sold out. "I have never seen anything to 
equal it anywhere," said Hot Point's regional sales man- 
ager. Moore's renewed its WSVA-TV contract as a result 
of the campaign, and plans to concentrate on television. 
WSVA-TV, Harrisonburg, Va. Programs, Announcements 


SPONSOR: Hansen-MacPhee Engineering Co., Inc. AGENCY: Direct 

Capsule case history: The Hansen-MacPhee Engineering 
Co., Inc., Volkswagen distributors, felt it had a tough fight 
on its hands in 1960 because of the new American compacts. 
Foreign car sales were declining for all makes in northern 
New England as well as nationally, and the distributor need- 
ed tv exposure that would give it wide coverage in Vermont, 
New Hampshire, and Maine. It bought a schedule on 
WMTW-TV using a weekly ski show in winter and the Let's 
Play Golf show in summer, in the Wednesday night 10:45 
slot. Both programs successfully maintained interest and 
enthusiasm for Volkswagen cars and trucks. Not only did 
they stop any dent by the American compacts, but dealer 
volume increased 60% to 70% over 1959. "These results 
were accomplished because of high quality programing, the 
large audience of men reached, and WMTW-TV's outstand- 
ing promotional activity," said John C. Dowd, the distribu- 
tor's ad manager. "We have renewed for the coming season." 

WMTW-TV, Portland-Mt. Washington, Me. Programs 

iiiiiiiiiiiiiiiniiiiiiiii'iiiiiiiiiinuiiiimiiiiiii: iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiinii::' 


SPONSOR: Ben Alexander Ford Show AGENCY: L. C. Cole Co. 

Capsule case history: "In the 15 years I've been in the 
advertising agency business I've never seen such substantial 
results produced so fast," said Katherine Doyle Spann, v.p. 
of L. C. Cole Co. The Ben Alexander Ford Show, on KTVU, 
San Francisco, went on the air 29 April this year, sponsored 
by Ben Alexander Ford. Prior to the show's debut, the 
dealer's normal Saturday business was four or five cars. On 
30 April, the agency sold 14 cars. Business continued at a 
rapid pace and reached a new peak 7 May following the 
6 May show. The pattern continued with a minimum of 10 
cars sold each Saturday. The newest record was 19 cars, 10 
used and nine new, sold 4 June. The nine new cars repre- 
sented more than the combined sale of two other major deal- 
ers in the area. "Without exception," Spann said, "purchas- 
ers said they came because of the show on KTVU." Also, 
sales came when business was slow, proving that the right 
advertising and medium can overcome buyer resistance. 

KTVU, San Francisco Programs 


SPONSOR: Loftus Motor Co. AGENCY: Direct 

Capsule case history: "The most successful promotion I 
ever ran," said Harold Loftus, owner-manager of Loftus 
Motor Co. of Scranton, Pa., after his campaign in this area. 
"The success can only be attributed to WDAU-TV." The 
campaign centered on the Goggomobil, introduced earlier 
this year and considered by most dealers as lacking con- 
sumer appeal and unsaleable. Loftus decided upon a spot 
campaign on WDAU-TV to promote the Goggomobil, and 
purchased a saturation schedule of 10- and 20-second an- 
nouncements to run for seven days. The slide with voice 
over spots stressed the low price ($795) and the excellent 
gas mileage (60 mpg) of the Goggomobil. Within the first 
few days of the campaign, a total of 42 cars was sold to 
the WDAU-TV viewers. Other sales were made after the 
campaign, as a direct result of the advertising. In addi- 
tion, many foreign car dealers in Pennsylvania contacted 
Loftus through the spots and he sold them 172 cars. 
WDAU-TV, Scranton-Wilkes Barre Announcements 



2 JANUARY 1961 



5P0NS0R: Don Watson Pontiac AGENCY: Direct 

Capsule case history: \\ alt Casteletti, general manager of 
Don WatSOl) Pontiac of Clinton, New York, it-ports that Pon- 
tiac sales are soaring in this area of the state since 14 March 
when Watson started using, as its main advertising medi- 
um, WKTV. Casteletti himself goes on the air nightly, show- 
in either a new or used car in a one-minute live announce- 
ment. ''It doesn't necessarily sell the car we're advertising," 
jhe says, '"but it has built up more floor traffic than we've ever 
known before. The big trick is keeping enough stock on hand 
to sell." Using a late evening schedule, the dealer usually 
gets immediate response, and has received calls at WKTV 
within two minutes after the finish of a commercial. Al- 
though Don Watson Pontiac is located nine miles from Utica 
.the biggest percentage of customers drive in from Utica, 
Cooperstown, Syracuse, and Rome. "Our WKTV campaign 
ihas been so successful we've sold out all our popular models 
and now have difficulty getting a new supply from factory." 

WKTV, Utica-Rome, N. Y. Announcements 


SPONSOR: St. Joseph's Bank & Trust Co. AGENCY: Direct 

Capsule case history: The St. Joseph's Bank S Trust Co. 

of South Bend, Indiana, has found it term- to I"' a 

'■natural" t\ program foi it- purposes. It needed i program 
that would give its employees an opportunity to help pro- 
mote the hank more effectively, and found Manhunt, on 
WNDU, was the answer. The show has the highest rating 
for its time period — a 31.8 — from 9:30 to 10 p.m. Thursday 
nights. Fred J. Helman, president of the bank, said: 
"WNDU's Manhunt has certainly been a most successful 
vehicle for the type of advertising we're trying to do. It has 
stimulated tremendous employee effort, and we have re- 
ceived a great deal of comment about the show and our 
commercials. We feel that we're getting across a good, solid 
image of what our bank represents." WNDU-TV's general 
manager, Tom Hamilton, pointed out that many local adver- 
tisers and interested in the "institutional image" and find 
the answer of off-beat syndicated films with high ratings. 
WNDU-TV, South Bend Program 

mm iiiiiimniiiiiiniiiiiiiiiiiiiniii itiiiiiiimiiiiiniiiiiiiiiiiiiiniiiiiiiii miiiimimimmiimimiimmiiim iimiiiimiiiiiiiimmiimiiiiiiiimminii = minimi wiiiiiiiiiiiinimiiii milium iimimim mm mi mniiiiim mmiiimm imim: 


SPONSOR: West Baking Co. AGENCY: Luke Walton 

Capsule case history: For 35 years, the West Baking Co. 
has been highly respected 1>\ Indianapolis consumers. The 
firm stood fourth in the market and was determined to be 
first. West set up a mudget of S90,000, 65% for spot tv. 
The bakery used \\ ISH-TV, Indianapolis and two other sta- 
tions. Approximately 300 spots kicked off the campaign, 
62 r < I.D.'s. Filmed commercials were used comprising three 
steps: a jingle, on-the-spot photography and production art. 
West's "soft twist" bread superiority is sung in the jingle 
"the secret's in the twisting." Viewers then see baken work- 
ers twisting the dough to eliminate bad texture and air 
bubbles. Results: \S est Baking marked up an 80% increase 
in total sales of baked goods. The success is even more 
amazing considering that the firm's distribution is almost 
entirely outside of chain stores, where heavy volume is 
normally done. Approximately 86% of West's distribution 
is in independent stores, whose sales are comparatively small. 

WISH-TV, Indianapolis Announcements 


SPONSOR: C. W. Antrim & Sons AGENCY: Direct 

Capsule case history: C. W. Antrim & Sons of Richmond, 
Va., regional producers of coffees, teas, and spices, has been 
sponsoring two five-minute segments of Neivs Final each 
week on WSVA-TV, Harrisonburg, Va., to promote its Old 
Mansion regular and instant coffee. The live commercials 
are delivered by News Final reporter, Alvin Mullenax. 
WSVA-TV was chosen to carry the spots as it is the only 
station serving the heart of the Shenandoah Valley — an area 
where Antrim needed increased advertising activity. To 
date, Antrim has made steady inroads on national brands. 
"We can see an increase in sales on Old Mansion regular 
and instant coffee since we sponsored Neivs Final," said 
George S. Proctor, sales manager of Antrim. Frank Purdy, 
its local representative, reported that Mullenax's tremendous 
selling job had enabled Antrim to sign up the largest retail 
food outlet in Harrisonburg and had also succeeded in sign- 
ing up many smaller retail accounts throughout the area. 
WSVA-TV, Harrisonburg Program 


2 JANUARY 1961 




SPONSOR: Nestle Co. AGENCY: McCann-Erickson 

Capsule case history: McCann-Erickson, New York, 
placed a schedule for Nestea on WAVY-TV, 9 May through 
30 July. Buy was for five one-minute spots per week in 
day programs, backed by the station's intensive merchan- 
dising. In cooperation with Morrison B. Prewitt, territory 
manager for the Nestle Co., the station placed beach um- 
brellas in over 100 stores to set off attractive arrange- 
ments of Nestea. It further supported the campaign with 
one of the largest mailings the market has ever seen. At 
the end of the campaign, Prewitt reported to Mike Schaffer 
of WAVY-TV that the station produced some of the best 
results Nestea advertising and merchandising has ever had 
in a market. WAVY-TV, he said, was responsible for thou- 
sands of consumers buying the product during this period. 
The campaign was also a factor in getting enthusiastic mer- 
chant support, and the increase in sales in the area has 
paved the way for many new listings for economy -size Nestea. 
WAVY-TV, Norfolk Announcements 


SPONSOR: Schilling Sales Co. AGENCY: J. G. Sullivan Co. 

Capsule case history: The Charles W. Schilling Co., a 
camera retailer in South Bend, hesitated to sponsor the week- 
ly Bishop Sheen program on WNDU-TV because it felt it 
would be difficult to integrate the commercials. It had never 
used tv before and was cautious about placing advertising 
that would offend viewers, in a market where it already 
had an established reputation. But working with its agency, 
the J. G. Sullivan Co., a soft-sell presentation in keeping 
with the dignity of the program was created. Results from 
sponsorship were immediate: hundreds of letters the first 
week alone expressing thanks for bringing the show to the 
area, and proof of the advertising value was that viewers 
came from even distant points covered by WNDU-TV to 
mention their appreciation and make purchases. "Our spon- 
sorship of the Bishop Sheen program has become one of our 
most effective campaigns," said Charles Schilling, "giving 
us unprecedented sales from the entire Michiana market." 

WNDU-TV, South Bend Programs 

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SPONSOR: Pine Hall Brick & Pipe Co. AGENCY: Long-Haymes Agency 

Capsule case history: The Long-Haymes Agency, Win- 
ston-Salem, had a difficult problem — to create and maintain 
a brand image for Pine Hall Bricks that would appeal to 
the imagination of women. The agency decided that WSJS- 
TV provided the home-building type audience it wanted, 
and conceived a tv campaign that not only glamorized the 
Pine Hall Brick & Pipe Co.'s bricks, but made them easily 
identifiable for women. The bricks were sold as Colonial 
Rose and other exotic names for brick styles, and through 
the use of prime time I.D.'s on the station, a tremendous 
consumer demand was created. Curt Long, of the Long- 
Haymes Agency, said: "The WSJS-TV schedules gave our 
campaign the impact it needed. Its effective reach was a 
major factor in making the consumer market aware of the 
Pine Hall name in bricks, over a five-year period. Today, 
people in this area buy Pine Hall bricks the same way thev 
buy refrigerators, cars, etc. — by the product's brand name. 
\\ sJS-TY, \\ in-iiin •> ill in Announcements 


SPONSOR: E. J. Korvett AGENCY: Direct 

Capsule case history: A special sale promotion on WHNB- 
TV, New Britain-Hartford, Conn., showed E. J. Korvett the 
value of tv throughout the year. Previously this pioneer dis- 
count chain, based in New York, had been strictly a print 
advertiser in this area. For the promotion, it used saturation 
daytime I.D.'s to push one or two items each day, for sales 
impact the following day. According to Earl Perlov, store 
manager, and Mrs. E. Nelson, promotion manager for the 
chain, most of the goods sold out the same day advertised. 
But what impressed Korvett most was the sustained re- 
sponse for weeks after the schedule. The advertiser quickly 
placed a series of schedules with WHNB-TV on a year-round 
basis, in an over-all campaign to promote the store itself, 
rather than specific items. Result has been an all-time high 
in store traffic in all departments. E. J. Korvett Co.'s usual 
schedule with WHNB-TV that has proved to be successful: 
Twenty-five I.D.'s throughout the day, Wednesday, Friday. 

WHNB-TV, .New Britain-Hortford, Conn. Announcements 



2 JANUARY l')()l 



SPONSOR: Edith's Dress Shop AGENCY: Direct 

Capsule case history: Tin-second spots on WFRV-TV, 
Green Bay, have heen Belling bridal wear with unprecedent- 
ed results for Edith's Dresa Shop in Fond du Lac, W iscon- 
sin, 75 miles from Green Bay. Not only has the schedule tre- 
mendously increased business in the immediate area, but it 
has brought substantial trade from the station's entire cover- 
age area. "It's Dot uncommon for customers to come as far 
as 100 miles," Edith Murphy reported. To promote its 
bridal shop and free alteration service on bridal party wear, f 
Edith's uses only one 10-second spot each week. This spot 
is in AA time between Perry Como and This Is Your Life, 
to reach both the young singles and famih audience. The 
slide includes a picture of a bride and the store logo. Copy 
pitches "Outfit \our entire family" and "Free Alterations." 
The announcement has been the one single important factor 
here, over the past year, in helping to establish the store as a ! 
leading retail outlet in bridal wear for the entire region. 
WFRV-TV, Green Bay Announcement- 


SPONSOR: Clover Dairy Co. AGENCY: Gutman Advertising 

Capsule case history: \\ I I! I l\. Wheeling, baa M it 
believes is the "sleeper" t\ program of the fear. [Ti< show 
is called Clutch < m go, and i- .1 five-minute comii -h ip 1 \ j .<■ 
program scheduled on the station Morulas through I riday, 
ai 6:55 p.m. \ recent \KI! report gives the Bhow a 22.9 
rating on the W II I! I \ time slot. The sponsoi of the pro- 
gram on Monday. Wednesdav and Friday is Cloverdale 
Dair\ and according to Mill Gutman <>f the Gutman Adver- 
tising \griK \ in Wheeling. C.lutrh Cargo baa been a major 
factor in sales since il bought tin- show. "The program," 
Gutman reported In \\ Nil l\. "has been one of Clover- 
dale's mosl outstanding campaigns in years. We are reach- 
ing the audience we want without any waste 1 irculation, and 
the tremendous identification of the product with the show 
has given the campaign great impact on the Wheeling mar- 
ket." Cloverdale plans a continued campaign 1 1 - i 1 1 tr Clutch 
Cargo and will renew when the present contract expires. 
WTRF-TV, Wheeling Prog 

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SPONSOR: Cook Craft Division, 
Carrolton Mfg. Co. 

Capsule case history: After its first 13-weeks on AM 

Theatre, WLW-D, Dayton, Cook Craft Division of Carrolton 
Mfg. Co. is sold on tv. For its stainless "Waterless" cook- 
ware, the firm placed a one-minute commercial five times a 
week on the AM Theatre, 9-10:30. Monday through Friday. 
Commercial consisted of a 40-second film and a 20-second 
closure bv host And) Marten using a highly personalized 
sell. Results: Recorded tv leads during the 13-week period, 
2."> January through 22 April, totaled 205 direct calls, and 
this number was boosted by "referral" leads which were 
directly traceable to the spots. Referral leads increased the 
total to over 600 leads. L. S. Hamaker, Jr. of the Penn & 
Hamaker advertising agency felt that "Marten's personalized 
approach was largely responsible for the campaign's suc- 
cess" and for future programing. Cook Craft is utilizing 
Marten for several live one-minute spots in addition to the 
regular closure and film to capitalize more on his popularitv. 
WLW-D, Dayton \nnounrements 


AGENCY: Penn & Hamaker, Inc. SPONSOR: Moran's Department Store AGENCY: Neigher-Scott-Shaw 

Capsule case history: With tv's continuing battle to woo 
traditional newspaper advertisers. WHNB-TV recently sue 
ceeded in the toughest sell of them all. the department store 
Selling the Neigher-Scott-Shaw ad agent 5 of Hartford 
Conn., on giving tv a whirl for it- < lient. Moran's Depart 
ment Store, the station hoped to break down with a test cam 
paign the resistance against broadcast usually put up by de 
partment stores. Results were better than ever hoped for 
with the test producing record-breaking sales for Moran's 
The advertiser made an immediate decision following a week 
of business newspapers had never been able to produce. 
"Moran's has decided to drop all newspaper advertising and 
to continue use of your station exclusively," reported Harold 
J. Shaw of the Neigher-Scott-Shaw agency. "The store's ad- 
vertising cost on W HNB-TY. in ratio to volume, is the lowest 
it has ever experienced. We are completely sold on broad- 
cast as the best wax to sell merchandise in this market. 
WHNB-TV. Hartford-New Britain. Conn. Announcements 


2 JANUARY 1961 




SPONSOR: World Discount Center AGENCY-. Direct 

Capsule case history: Following a fire in the World Dis- 
count Center in Rome, N. Y., Chuck Kaplan, owner and 
operator of the discount house, purchased a schedule of an- 
nouncements to promote a special fire sale on damaged mer- 
chandise. Kaplan bought 60 eight-second, run-of-schedule 
spots to be run during a three-day period prior to the sale. 
This marked the first time the operator had used television 
advertising. At the same time he discontinued his newspaper 
ads. Kaplan was totally unprepared when he faced 300 
anxious shoppers, who had stationed themselves at World's 
front door the first day of the sale; traffic was snarled and 
local police were hard pressed to keep order. The situation 
continued for three days with four police officers guiding 
newly won customers, single file, into and out of the store. 
As for sales, the cash register rang continuously the whole 
time. Kaplan is now convinced that tv can sell under any 
circumstances. "It really reaches the people you want." 
WKTV, Utica-Rome, N. Y. Announcements 


SPONSOR: Buitoni Foods Corp. AGENCY: Direct 

Capsule case history: Buitoni Foods Corporation spon- 
sored a two-hour filmed production recently of Verdi's 
classic opera "Rigoletto" on WRCA-TV, New York. The 
advertiser wanted a program that would sustain the quality 
image of its more expensive products in a highly competi- 
tive market, and WRCA-TV, which has been producing spe- 
cial Sunday programs tailored to a client's specific needs, 
came up with "Rigoletto." The production was filmed at the 
Rome Opera House with La Scala stars. To sustain the 
program's over-all quality continuity, commercials used were 
of an almost institutional character and the opera's inter- 
mission featured N. Y. Times critic Howard Taubman. Re- 
sults were excellent: sales figures jumped multifold immedi- 
ately after the program and tremendous good will was cre- 
ated. Over 500 letters applauded the program and expressed 
a feeling of obligation to buy Buitoni products. The adver- 
tiser is now negotiating with WRCA for similar telecasts. 

WRCA-TV, New York Program 

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SPONSOR: G&K Cleaners (Gross Bros-Kronick) AGENCY: Direct 

Capsule case history: Although it owned two plants with 
a good volume of business back in 1950, G&K Cleaners 
wanted No. 1 position in the Minneapolis-St. Paul market. 
Newspapers were producing some results, but not spectacu- 
larly. WCCO-TV persuaded I. D. Fink, its president, to 
switch the fairly large print budget entirely to tv on a test 
basis. A heavy campaign of I.D.'s was scheduled and with- 
in two months both plants had to be expanded. Satisfied, 
G&K then sponsored Masterpiece Theatre, WCCO-TV's first- 
run Sunday evening (9:30) movie. Sales skyrocketed this 
time and sponsorship lasted six years, during which G&K 
practically captured the entire dry cleaning market. When 
the station finally dropped the feature, it experimented for 
a while with various schedules — and with equal success. 
Today, still the leader, it sponsors on WCCO-TV two werkh 
I "> minute evening newscasts and runs monthly saturation 
schedules for its special promotions throughout the years. 

\\<:<:0-TV, Minneapolis-St. Paul Programs & Announcements 


SPONSOR: Hanover Canning Co. AGENCY: Direct 

Capsule case history: The Hanover Canning Co. increased 
sales 66% with a 20-week campaign on WTOP-TV, Wash- 
ington. Campaign was based on a tie-in with the Washing- 
ton Redskins football team for its Hanover "Redskin" kid- 
ney beans and pork and beans. Building heavily around 12 
one-minute live and filmed spots per week and six 15-minute 
pre-game programs, the firm almost completely dominated 
the Washington market through the football season and 
afterwards even though it was in competition with many 
nationally-advertised brands and more than 15 local or re- 
gional brands, as well as private labels. Before and after 
the 20-week campaign on WTOP-TV, CBS Television Spot 
Sales conducted special Pulse surveys which revealed the 
66% sales increase. The survey following the campaign 
showed that 20.1% of all people questioned reported buying 
Hanover products. Before the promol ion. onlj 12.39? bought 
Hanover items. This added up to a Oi>', -ales increase. 
WTOP-TV, Washington, D. C. Programs Si Announcements 



2 JANUARY 1"(>1 



SPONSOR: Minute Maid AGENCY: Ted Bates 

Capsule case history: Leon Yeargan, Norfolk representa- 
tive of Gay H. Pryor, Inc., of Silver Spring, Md., and 
Minute Maid Orange Juice, undertook a special merchan- 
dising campaign in conjunction with a local tv schedule on 
WAVY-TV. Cooperating with Yeargan, Mike Schaffer, mer- I 
chandising and promotion director of WAVY-TV, prepared 
an all-out merchandising effort to aid distribution and in- 
crease sales of Minute Maid. In-store displays were set up 
and personal calls were made on store managers using the I 
station's Jr. Ambassador, a 13 year-old lad in full ambassa- I 
dor dress, who presented each manager with a Minute Maid 
sample. It was Minute Maid's first use of WAVY-TV, [ 
and Yeargan wrote the station: "I'm exceedingly happy to 1 
say that the sales of Minute Maid frozen orange juice have 1 
shown an increase of 25 f i over the same period one year ago. 1 
I feel several factors were responsible — among the most im- | 
portant, superiority of product, advertising, merchandising." 

"WAVY-TV, Norfolk Announcements I 


SPONSOR: Mag-Powr Games, Inc. AGENCY: Direct 

Capsule case history: Mag-Powr Games, Inc., Sausalito, 
California, placed a teal campaign on K'l VI . promoting one 
nf its new games, to run exi luflively on the station f"i three 
\ ears during last year's Chi i-tmas season. With a brand new 
item, dealei tags on commercials, and no other medium used, 
it was a Bimple mattei to measure results. Dealers reported 
sales directly attributed to KTVU after the first announce- 
ment, and virtually all stores were sold out by Christmas. 
Some stores reordered as many as six times in the three-week 
period, and sales went as high as $4,000 for one outlet. 
George Landman, its president, now sold on tv'a impact, told 
the station: "I was amazed, in particular, at the number of 
people — including women — who reported seeing our com- 
mercials on KTVU's Bud Foster show. He did a wonderful 
job for us. We are introducing a new, improved model of 
our baseball game this year, and you can rest assured we 
will be calling KTVU first for availabilities for Mag-Powr." 
KTVU, San Francisco-Oakland Announcements 

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SPONSOR: Ventre Packing Co. 

AGENCY: Osborn & Probst Adv. 

AGENCY: Hart-Conway 

Capsule case history: The Ventre Packaging Co. of Syra- 
cuse, manufacturers of Enrico's food products, found that 
new products were forcing their way into the Albany-Troy- 
Schenectady market and endangering a tremendous 90% 
distribution figure for its spaghetti sauce. Pressure was 
brought to bear by local distributors on both the manufac- 
turer and its agency, Osborn & Probst of Syracuse. Ventre 
decided to sign a 52-week contract for the syndicated film 
Target, hosted by Adolph Menjou, and placed it on WAST, 
Albany, in the 10:30 p.m. slot. Results for Ventre Packaging 
after more than 40 weeks on the air in this market: a 23.3 
Nielsen with a 44% share of the audience. This was 12% 
higher than the closest competitor. In terms of sales for 
Ventre, the show considerably strengthened its distribution 
pattern, returning the spaghetti sauce to the original 90% 
figure, and sales increased 25% since Target went on the 
air. Ventre plans on using the show for an indefinite period. 

W VST, Albany Programs 


SPONSOR: Webaco Oil Co. 

Cities Service distributor 

Capsule case history: The Webaco Oil Co.. distributor of 

Cities Service products for a six-county area in the Rochester, 
New York, market, has sponsored the City I'd '; 'lion News 
show on WVET-TV for more than four years. Joseph P. 
Brown, of the Hart-Conway advertising agency, reports that 
during this period, "City Edition News has played a major 
part in building Webaco sales for Cities Service gasoline, 
fuel oil, and accessories. The program's audience has in- 
creased from a nine rating to around a 22 since initial spon- 
sorship." The segment's prestige and respect has grow a con- 
sistently in the Rochester market, and solid sponsor identifi- 
cation has been a key factor in sales for Webaco and dealers 
in the distributor's area. "Special announcements bring 
Webaco's dealers immediate response after the program," 
Brown says. "The City Edition Neu s is an integral part of 
its advertising, and we consider the program the best tv 
buy in Rochester in terms of both cosl and sales results." 

WVET-TV, Rochester 


2 JANUARY 1961 




SPONSOR: Acousticon Hearing Aids 

AGENCY: Direct 

Capsule case history: Walter Zuchara, new manager for 
Acousticon Hearing Aids. Springfield. Mass., wanted to use 
tv but had a limited budget. WWLP suggested the use of 
well-known weather man John Quill, and the sponsorship 
of 7:25 and 8:25 a.m. weathercasts on Wednesday and Fri- 
day within the NBC Today segment. Doubt had always 
been expressed as to early morning tv effectiveness, but 
WWLP felt that good results could be obtained if the ad- 
vertiser capitalized on a strong local personality and placed 
him in a Today Show adjacency, within which the weather 
shows are scheduled. The manager decided to give it a 
try, even though it meant allocating 50% of his ad budget. 
Quill did the commercials himself, low-pressure institution- 
al advertising with an offer of excellent books on hearing 
and a free tv/radio attachment for the afflicted. Results: 
One of Acoustican's most successful campaigns, it has pro- 
duced more leads, while still feasible for a limited budget. 
WWLP, Springfield, Mass. Weathercasts 

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SPONSOR: Household Outfitting Co. AGENCY: Direct 

Capsule case history: Household Outfitting Co. of Scran- 
ton, one of the city's leading household furnishings establish- 
ments, has been advertising on WDAU-TV for 24 months 
with considerable success. The firm carefully checks its tv 
advertising against other placements and in special cam- 
paigns uses only one medium to carry the ad load. In selling 
storm floors Household bought a five-week campaign on 
WDAU-TV, using no other advertising. Storm doors are a 
high-priced item and a major-decision product, not usually 
bought on impulse. Both the medium and the ad copy had 
to be strong to have impact. Advertising pitched "Don't just 
think about it"' to jar viewer inertia, the habit of postponing 
a Inn of this type. Martin Loman, department manager for 
Household Outfitting, tabulated results and reported the tv 
i .impaign as an outstanding success. "Our point-of-sale 
check showed us that customers came from as far as 35 
miles to bu) doors because of our advertising on WDAU-TV. 
WDAU-TV, Scranton Announcements 


SPONSOR: Group of 12 independents in southeastern AGENCY: Direct 


Capsule case history: Joe Baisch, a former motion picture 
exhibitor and now v. p. of WREX-TV, has not only succeeded 
in getting film houses to place a major portion of their budg- 
ets with tv, but has proved that his package promotions 
eventually increased receipts 200 to 300 r < at a dozen 
theaters in southeastern Wisconsin. On the film Dog Flan- 
ders he laid out a coloring contest with over 600 prizes. 
There were 50,000 contest entry heralds distributed by the 
theaters and also screen trailers plugging the contest and 
WREX-TV programs. A tie-in with the Crayola Co. was ar- 
ranged, the winning color contest art entries being placed in 
newspapers in all participating cities. The phenomenal suc- 
cess of this promotion and others like it prompted Bill Ealor 
of the Jeffris Theatre in Janesville to say: "Working with 
WREX-TV, we've finally found a successful pattern for mer- 
chandising motion pictures in this area that is worth shout- 
ing about. We're back in business, which is better than ever!" 
WREX-TV, Rockford. Til. Announcements 

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SPONSOR: Paramount Theatre AGENCY: Direct 

Capsule case history: To promote a recent film at the 
Paramount Theatre in Monroe, La., its manager. Ted Hat- 
field, purchased a spot campaign on KNOE-TV. In order to 
accommodate the tv schedule. Hatfield cut bark his news- 
paper campaign and ran I.D.'s between Six O'Clock ^ eu s and 
Sports Whirl, I.D.'s in nighttime and minute participations 
in Showboat. Total cost: $150. The promotion ran one 
week prior to opening night and three days during the show- 
ing. As a direct result, Hatfield reported, every one of the 
2,200 seats was filled for six consecutive nights. So success- 
ful was the campaign that Paramount Gulf, the parent com- 
pany now contributes from $150 to $200 to advertise Para- 
mount's bill on KNOE-TV. 'it was more than I had expected 
when the house was filled every night," said Hatfield. KNOE- 
TV, I find, is not really a competitor at all, but a very strong 
ally." Hatfield has now revamped his advertising, and the 
budget is split: 90% to television and 10% to the newspapers. 
KNOE-TV. Monroe, La. Announcements 




2 JANUARY 1961 



SPONSOR: Colfax Theater AGENCY: Direct 

Capsule case history: \ one-week saturation campaign l>\ 
the Colfax Theater over WMMTV, South Bend, produced 
■ tremendous turnout for the Pat Boone-James Mason 
movie, "'Journey to the Center of the Earth." The first use 
of tv by Ralph Essex, general manager of the independent 
house, resulted in the picture grossing more for the one 
theater than the usual combined gross for the five theaters 
that once operated in downtown South Bend. The promo- 
tion began three days before the film opened with heavy sat- 
uration — 15 to 20 spots a day. This pace was maintained 
for a week and then tapered off to a maximum of six spots 
the last dav of the campaign. The interest in the feature 
created a sufficient demand for the picture to be held over 
for a second week. Ralph Essex told WNDU's Tom Hamil- 
ton and Bill Hessian that he was "completely overwhelmed" 
1>\ the success of the campaign and plans television promo- 
tions for special features as standard operating procedure. 

M'NDU-TV, South Bend Announcements 


SPONSOR: Hi-Boy Drive-In AGENCY: Direct 

Capsule case history: Winn George 1. \ ■ 1 1 •• ■ w . in i 
neer bj trade, entered the drive-in business, he first anal 

the best method In adveili-e a new nMauranl "f tlii- type in 
the Springfield, Mass., area. He decided i\ would L'ive him 
the impact lie needed and that \\ \\ I V- -\ndieated film 
strips, feature movies and late news would give him the audi- 
ence he wanted. Placing most of his ad budget on WW I P, 
he bought one-minute spots in these segments using taped 
commercials that feature shots of food, the restaurant in- 
terior, and action shots of activity around the restaurant. 
He appears himself in some, but mostly capitalizes strictly 
on the restaurant. Now, after a year on WWLP. his restau- 
rant is one of the most successful restaurant operations in 
the area. "My advertising on WWLP has been responsible 
for most of the drive-in's traffic." he said, "and I am now 
planning a new drive-in for Springfield using basicly the 
same promotion techniques scheduled again on WWT.P." 

WWLP, Springfield. Mass. \nnnunrements 



SPONSOR: Music, Inc. AGENCY: Direct 

Capsule case history: Music. Inc., a local Charlotte music 
store, placed a one-time only schedule on WSOC-TV to >ell 
hi-fi stereo console record players. A Five-Plan was pur- 
chased using three one-minute announcements in Kilgo's 
hanteen. an afternoon teen-age dance show, and two one- 
minute announcements in the late evening news strip, ///// 
Hour Report. Bob Douglas, the manager of Music. Inc., felt 
that if the store sold 16 of the record players the sale would 
be a tremendous success. The store had never used television 
before and had no idea what to expect. Results: The five 
announcements sold 32 consoles during an eight-day period. 
Since the campaign cost Music, Inc., only $300. it showed a 
large profit for the short schedule. Previously the store had 
used other advertising without realizing full benefit from it. 
and on the basis of its one-time shot decided to use tv regu- 
larly. Its latest expenditure for its tv campaign is $3,300 
using basically the same schedule as before on the station. 
WSOC-TV, Charlotte Announcements 


SPONSOR: Trinkhaus Manor AGENCY: Direct 

Capsule case history: The effectiveness of spot television 
was well illustrated 1>\ W KTV, 1 tica-Rome, during a contest 
which taught the potency of tv advertising to a restaurateur 
and wife-appreciation to husbands. In an effort to attract 
greater volume to Trinkhaus Manor, one of the area's most 
lavish supper clubs. W KT\ scheduled a "Deserving Wife" 
contest. Husbands were invited to write, in 25 words or less, 
why they felt their respective wives deserved a night out. 
The winner received six nights out at Trinkhaus Manor and 
the runner-up four nights out. Additionally, babv sitters 
were provided. "The contest really opened my eves to tele- 
vision advertising." said Anthony Trinkhaus. proprietor. 
" \\ herever I went people were talking about the contest — 
even in Syracuse." Husbands did not wait to win the con- 
tent, but began taking their wives to Trinkhaus. "From now 
on I am going to discontinue all other advertising and go 
in heavily for television in my promotions." Trinkhaus said. 

WKTV. Utica-Rome, N. Y. Announcements 


2 JANUARY 1961 

With clients trying new commercial slants. SPONSOR ASKS: 

What's new in the use of tv 

commercials music and 

Edmund Anderson, radio and tv com- 
mercial producer, McCann-Erickson, Inc., 
New York 

Within the last few years there 
have been interesting and healthy new 
trends in the use of music for com- 
mercial jingles and tracks for televi- 
sion commercials. Interesting and 

Folk music 
is currently 
playing a 
big part in 
the business 
of jingles 

healthy for both the advertiser and 
for the writers and composers who 
find expression in these areas. Many 
of the agencies and advertisers are 
using wide and varied musical forms 
to aid in the sales story. There pres- 
ently seem to be few, if any, of the 
old taboos if the job is well done and 
pertinent. Listen to radio and televi- 
sion and hear jingles and background 
tracks utilizing every musical form 
from progressive jazz to symphonic 
treatments. Colors and accents for- 
merly heard only in the concert halls 
and in jam sessions are becoming 
everyday fare in commercial music. 
The medium now holds enormous 
appeal to composers and arrangers 
with excellent training and back- 
grounds, not only for its remunera- 
tive compensations, but for a certain 
freedom of creative expression they 
find attractive and rewarding. This, 
thanks to the farseeingness of a few 
agencies and advertisers, who started 
pioneering along these lines about 
three years ago. Composers of such 
stature as Bud Bazelon, who studied 
with Darius Milhaud, Will Lorin, stu- 
dent and protege of the eminent Pi- 
erre Monteux, Bernardo Segalle, the 
gifted Brazilian pianist and compos- 
er, and many others of equal talent 
and ability are working every day 
with the creative department of agen- 
cies I" bring new musical ideas and 

effects to the sales message. 

Folk music is presently playing a 
big part in the business of jingles. 
Many of the jingles now extant are 
based on Western ballads, mountain 
music and Negro spirituals. Folk 
singing groups, such as The Kings- 
ton Trio, The Brothers Four, The 
Limelighters, and ballad singer Cisco 
Houston are currently lifting their 
voices to extol the praises of soft 
drinks, savings banks, and cake 

End result — the changing approach 
to commercial music is proving to be 
a palatable one for both sponsor and 

Willis Schaefer, president & creative 

director, Madison Avenue Sounds, Inc., 

New York commercial music firm 

Musical commercials on tv are be- 
ing made more elaborate and general- 
ly more artistic in their production. 

The character of jingles has 
changed radically — and for the better 
— in the past several years. We can 
remember back not too many years 
when a vocal group with piano ac- 
companiment would sing the reasons 
why "Blooper's Soap" was better than 
any other brand. 

From this beginning, the never- 
ending trend has been toward larger 
productions. Jingle commercials are 
becoming increasingly more elabo- 
rate. Now we have 35-piece orches- 
tras, choruses, electronic gimmicks — 
all designed to help "sell" the product. 

Trend toward 
use of large 
aim m icks 

We hear hip jazz, beautiful strings, 
unusual instrumental groups and even 
name singers. All these combine to 
give a producer an identity. The jin- 

gle has increased in length from the 
four or eight bar ditty to a one, some- 
times two, and on occasion — a three- 
minute beautifully scored production. 

There is another important facet in 
the production of musical commer- 
cials — the scoring. The trend is to 
prescoring, as opposed to post-scor- 
ing, to the film spot. With the ad- 
vent of more animation in tv commer- 
cials, producers have found that a 
well-planned musical score recorded 
in advance lends greater creativity 
in the subsequent production and 
sometimes cuts the over-all cost. 

Pre-scoring is not limited to ani- 
mation only. Madison Avenue Sounds 
has recorded scores and the film pro- 
ducers have played the acetates dur- 
ing the filming for the performers to 
get "in the mood." It has worked 
most successfully for direction. 

Being an independent music pro- 
ducer, Madison Avenue Sounds is for 
anything that will create a better mu- 
sical commercial. We don't have to 
use large orchestras to get our point 
across but if it will make this spot 
sell more of what it is supposed to, 
then we don't spare expense. 

The impact of advertising's music 
for tv jingle commercials has been so 
profound that any hit parade of 
America's most popular tunes todav, 
to be accurate, should include these 
commercial melodies. Americans are 
humming these tunes right along with 
pop songs. In fact, much of the origi- 
nal music now being composed in the 
U.S. is written specifically for spon- 
sors' messages. I believe a poll of the 
man on the street would show that a 
large part of the music in jingles he 
hears on television can be recalled 
readily and creates an image of the 

We have today, so many develop- 
ments in recording, more creative 
people in agencies and a demand by 
the public for better commercials, 
that we owe it to the viewing public 
to capitalize on every constructive 
trend in music for tv jingle commer- 



2 JANUARY 1961 


Ben C. Allen, tv copy group fund, 
BBDO, New York 

To me the latest trend in musical 
commercials for tv today, is toward 
what I call motivational music. B) 
this I mean background music that is 
more than a prettj melody. It is a 
whole concept in sound. \ virtual 
musical climate that envelops the 
consumer and appeals to his uncon- 
Bcious mind. It may be an exciting 
jazz rhythm that titillates the viewer's 
ears as he watches a car commercial. 
Or the lush string setting for a beaut] 
product, suggesting glamor and ro- 
mance. There is hardlv a product 
that cannot benefit from the motiva- 
tional music technique. 

Motivational music is background 
music with a function, a point of 
view. It is the wise copywriter or 

Music that 
copy's sell 
doesn't call 
to self 

producer who knows in what situa- 
tion this technique can function best. 
And certainly there are commercials 
in which music of any nature would 
tend to get in the way. One thing for 
sure is that motivational music can 
never transcend the commercial. 
It takes its cue from the copy theme 
which is the basic selling force in any 

No one has done any research, to 
my knowledge, on the effect of moti- 
vational music. But the fact that it is 
found in a good many of today's tele- 
vision commercials speaks for itself. 
Chances are the next time you see a 
big closeup of a steaming bowl of 
soup, or a big, luscious layer cake on 
tv, proper motivational music will 
help whet your appetite. If vou don't 
think it makes a difference try watch- 
ing the same commercial and cutting 
off the sound. ^ 


2 JANUARY 1961 

National anil regional '-Nil 

in work now m recently completed 



Carter Products, Inc., Vu York: Campaign for Vrrid < ream De> 
odoranl starts this month in ovei ~> |( markets. Lineup is for 13 
weeks using moderate frequencies of earl) and late night minutes, 
and some prime. Bill Furguson buys at SSC&B, New York. Other 
schedules beginning this month are on W birl-In, oul of Ted Bates vK 
Co., New York. About l<> markets gel 13-week run- of prime and 
fringe minutes. Buyer: Dick Waller. 

Pepperidge Farm, Inc., Norwalk, Conn.: Buying light frequencies 
of prime 20*s and day minutes for its bread products in about 12 
markets. Schedules start in January for Eve week-. Buyer: Henry 
Cleef. Agencv : Ogilw. Benson \ Mather. New York. 

Swift & Co., Chicago: New schedules on Pard Crunchers dog food 
begin third week in January in reportedly 10-15 markets. Daytime 
minutes and 2CTs are set for nine weeks. Buyer: Marianne Lixie. 
Agem \ : Dancei Fitzgerald-Sample, Chicago. 

Colgate-Palmolive Co., New York: New activity on its men's line 
starts this month in about 39 weeks. Schedules are light, with fringe 
night minutes placed up to 52 weeks. Buyer: Eileen Greer. Agency: 
Ted Bate- & Co., New York. 

Alberto-Culver Co., Chicago: Campaign -tarts this month in 
around 30 markets for its hair preparation. Night 60's are beiiiL r 
scheduled for 26 week-. Vgenc) : Compton Adv.. Chicago. 

Falstaff Brewing Corp., St. Louis: Schedules begin early this 
month for its beer winter promotion, in about 10 markets. Place- 
ments of prime 20 s and fringe night minutes are for 39 weeks. 
Buyer: Roy Terzi. Agency: Dancer-Fitzgerald-Sample, New York. 

General Foods Corp., Perkins Div., Chicago: CurrentK testing its 
powdered soft-drink Twist in six markets. Schedules run through 
May. with a major launching expected for the summer. Buyer: 
Dorothy Fromherz. Agency: Foote, Cone & Belding, Chicago. 


Clenbroo Laboratories, Div. of Sterling Drug, Inc., New York: 

Miilol schedules start this month in about 10 market-. Moderate da\ 
minute frequencies to reach women are set for 52 week-. Buyer: 
Bob Hall. Agency: Thompson-Koch Co.. New ^ ork. 

Parker Bros., Inc., Salem, Mass.: Schedules on it- game Rook begin 

mid-January in around 20 markets, mostl) southeastern. Four-week 
buy is for about 15 day minutes per week per market, time about 
75' ', housewife. 2V , farm. Buying contact is I. S. Browning, 

executive \ .p.. Badger \ Browning \ Ban her. Boston. 




Facts & figures about radio today 


Radio homes index 

1960 1959 



52.0 51.4 

U.S. homes U.S. homes 

Source: 1 Jan. 19(50. SPONSOR: 1 Mar. 
1959. A. C. Nielsen; homes figures In millions. 

Radio station index 

End of November 1960 

Stations CP's not New station 
on air on air requests 

New station 
bids in hearing* 

Am 1 3,538 1 112 1 621 
Fm 801 1 211 1 61 

1 186 
1 35 

End of November 1959 

Am 1 3,441 1 85 1 506 
Fm 1 664 I 159 1 83 

1 240 
1 28 

Source: FCC monthly reports, commercial stations. "October 

Radio set index 

radio set safes indei 






106,007,095 98,300,000 
40,387,449 37,900,000 

10,000,000* 10,000,000* 

156,394,544 146,200,000 

Source: KAB, 1 Jan. 1960. 1 Jan. 1959. 

sets in working order. *No new Information. 

10 months 10 months 
Type 1960 1959 

Oct. 1960 Oct. 1959 

1,036,333 839,912 

639,357 531,116 

1,675,690 1,371,028 

7,384,754 6.125,790 
5,420,279 4,682,962 

T«t«l 1,675,690 1,371,028 12,805,033 10,808,752 

Source: Electronic Industries Assn. Home figure* are estimated reUll sales, auto 
figures are factory production. These figures are of D.S. production only. Radios In 
phonographs add another 15-20% to the home salea figures.. 


, ■'iMi!M!i:':' :: ii" niiiiu:'!!! 1 :;!!: ■: rniiMM'- "fmiii:^-'-!: ■":i'-'--'[['--- ■■■:;ii' ■:mi:: ::iin. :!i!!:.; 1 ii! ; ;i!!i,: :iri: : :ii;.. ,. .'Mi:;^ imi; 'ir;;: ::!! :::'■ ' m " :l i:M!::!ii;: : |; ■ .!■ :. ,!! :i"- ■:!■ .i>:. : ::!' .;ii: 'niiii;ini'-:iiNMiM-;^ i;iii| 

How the top 50 radio /tv agencies divide their radio spending 


Percent 71.9 


Net Spot 







Net Spot 


Net Spot 


Net Spot 


The chart abovo, based on SPONSOR'S annual ranking of the top 50 ad agencies by radlo/tv blllinc- shows the percent of total tadlo dollan allocated 
to network and spot. The total dollars Invested In radio by the top 50 air agencies represents 100%. 

1«". SPONSOR • 2 JANUARY 1961 






Here's a "must" booklet for everyone in- 
volved in television. 

Get your own copy and one for everyone 
in your department. You'll be referring 
to its useful data all year round. 

Included are sections on the broad dimen- 
sions of tv; on audience viewing habits; 
on network trends; on advertising expendi- 
tures — network spot and local; on color 
tv and stations presently using color 
equipment. There's a brand new section 
too, this year, on the viewing habits of 
the summer television audience. 


Price Schedule 

1 to 10 40 cents each 

10 to 50 30 cents each 

50 to 100 25 cents each 

100 to 500 20 cents each 

500 or more 15 cents each 

SPONSOR READERS SERVICE • television basics 

40 E. 49th Street, N.Y. 17, N.Y. 








2 JANUARY 1961 





TIME OUT! South Polar explorers (l-r) Melvin Mathis, James Ray, Thomas Ackerman 
build model ships during break in their International Geophysical Year research at Ells- 
worth Station, Antarctica. Story of their expedition was recently telecast over ABC TV 

General Mills will be spending an 
additional SI million for network 
daytime, but this money will go 
to ABC TV. 

The miller took a flier this fall for 
about that amount on NBC TV day- 
time and it waited to see how that 
campaign fared before committing 
itself for another million. 

It's practically all in behalf of 
Betty Crocker and out of BBDO. 

The Pillsbury Company plans to 
appeal FTCs order to part with 
its Ballard & Ballard, Louisville, 
Ky., and Duff's Baking Mix, 
Hamilton, Ohio, holdings — two 
major competitors it acquired in 
the '50s. 

Says Pillsbury's president, Paul 
Gerot: "We cannot understand how 
there could possibly have been any 
injury to competition in products 
which we were not selling at all prior 
to the acquisition." 

FTC ruled the acquisitions "unlaw- 

ICE QUEEN, Mrs. Alia Swanton, reigns over WROC-TV's (Roches- 
ter, N.Y.) "Night at the Ice Capades." As part of opening per- 
formance she rode atop float, was introduced to attending guests 

DOWN UNDER TRIP. To raise funds for Queensland spastic chil- 
dren and Longreach Miss Australia candidate, radio station 4LG flew 
70 from Longreach to Sydney (and back) to see 'My Fair Lady.' 


ful, under Section 7 of the Clayton 
Act (the antimerger law | because 
the\ ma) result in a substantia] les- 
sening of competition or tendency to 
create a monopoly." 

The Creslan Division of Ameri- 
can Cyanamid (Hen Sackheim) 
has broken one of the traditions 
of the trade in the case of Betty 
Fnrness by using her for indus- 
trial films. 

The tradition: that it wasn't wise 
to use immediately a personality who 
has been identified for many years, 
and exclusively, with the sales efforts 
of a single corporation. 

The so-called stigma was discount- 
ed by Sackheim with this attitude: 
here was a prop that could do the 
required job. 


• United Artists will use radio 
and tv spots in key cities throughout 
the country to introduce its movie. 
The Misfits, during the first two 
weeks in Februarv. 

• I In San Diego Convention 
and Tourist Bureau scheduling 
minute spots on radio stations in Chi- 
cago and Denver in a large-si ale tour- 
ist attraction campaign, this j eai , 

• Block Drug using t\ and radio 
spot to supplement it- network buys 
for its three principal winter prod- 
ucts. Hem Cough Medicine, <>mega 
Oil, and Minipoo Dr\ Shampoo. 

Vgencj : Gumbinnei . 

MacNelly, Jr.. senior v.p. and di- 
rector. Ted Hates, assuming tlirection 
of the Colgate-Palmolive Compan) 
toilet articles brands handled by the 
agene\ . 

Kudos: Adell Chemical's (Lestoili 
Jacob L. Barow sky, recipient of the 
\\ illiam G. Dwight Distinguished 
Service Memorial award for 1960 . . . 
The First National Bank of Demei. 
heavy user of radio and tv in the Den- 
ver area, recipient of the 1960 Fame 
and Fortune Ward from The \dver- 
tisinjr Club of Denver. 


Compton passed out year-end 

honor- i<> »i\ \.|>."-. raising them 
to senior \'ui- presidents and add- 
ing them to tin- agency's board 
ot directors. 

The -i\ whose Btatus -"t an added 

Frank Kemp, media director, and 
miii- time timebu) er. 

Louis Titterton, director of the tv/ 
radio d< partment. 

Theodore Gleysteen, management 

supei \ i-or nil tin .-omit. 

Edward Battej , directoi "f n-earch 
and a 33-year veteran of Compton 
and predecessor, Blackman Compan \. 

John A. Hise, assistant t" tin- presi- 

John Owen, supervisor of the 
agency's liquor account and once 
head of Owens & Chappell. 

President Barton A. Cummings' 

"The decision of the board to draw 
upon the background and managerial 
experience of these seasoned execu- 

SHARING THE DIAS in New York at Puerto Rican Merchants 
Assn. Dinner are (l-r) Mayor Robert Wagner of N.Y.C., Fred Barr, 
WWRL program dir., Jose de la Vega, WWRL dir., Spanish bdestg. 

DIG THAT CRAZY COMBO — It's Huckleberry Hound and Pitts- 
burgh Postmaster James C. Smith, who teamed up with Station 
KDKA-TV officials for a city-wide 'mail early' Christmas campaign 


Larkspur, Calif., 
Sweeney for best 

-an Austin-Healey — goes to Mrs. Harold E. O'Brien, 
who accepts car keys from sales promo, mgr. Bill 
slogan in KFRC (S.F.) United Crusade Slogan Contest 


lives at the decision-making level not 
only recognizes their past contribu- 
tions but anticipates the heavier de- 
mands whi< h will be placed upon the 
board at this stage of the agency's 
growth. We have made good stride in 
the last five years and we hope to 
move ahead at the same pace in the 
nexl five." 

Leo Burnett, in broadening its 
top management team, has elect- 
ed another executive vice presi- 
dent to its client service division, 
named four of its executives to 
the hoard of directors, and ad- 
vanced an account supervisor to 
a \.[t. 

Involved in the moving-up pro- 
gram : 

Edward M. Thiele, v.p. and direc- 
tor, to executive v.p.; John C. Ianiri 
to v.p. 

The four new directors: Robert G. 
Everett and Roy Lang, v.p.'s in the 
client service division; John Mat- 
thews, v.p. and associate copy direc- 
tor; and Don Tennant, v.p. and head 
tif the agency's tv commercial de- 

Agency appointments: Linen White 
Products. Clinton, N. C, to Bennett/ 
Advertising, Raleigh, N. C. . . . Dr. 
Pepper (soft drink), Dallas, to Ken- 
yon & Eckhardt Ltd., for Canadian 
advertising . . . WQXI, Atlanta, (Es- 
quire Broadcasting), to Chuck 
Shields Advertising, Atlanta. 

Kudner's 1960 
and profit-sharing 

Quest from P&G to account execu- 
tive, SSC&B . . . John F. Devine, ad- 
ministrator of J\\ T's t\ /radio depart- 
ment, elected company general coun- 
sel .. . John J. Hackett from media 
director, Ervvin Wasey. Ruthrauff and 
Ryan, to associate media director, 
Knox Reeves, Minneapolis. 

They were elected v.p.'s: Dave 
Nathan, at Curtis Advertising . . . 
Frank J. Fucito, at Kenyon & Eck- 
hardt . . . George H. Alarik, Dean 
W. Proctor, Harold C. Mullen, 
and Donald M. Rowe, all at BBDO. 

Resigned: William B. Templeton 

as v.p. and director, radio/tv depart- 
ment, Cunningham & Walsh, end of 

Thisa 'n' data 

combined bonus 
payments to employes was twice as 
much as the previous vear. All em- 
ployes received the cash bonus, while 
the profit-sharing payments go to the 
employes who had been with Kudner 
two years or more. 

Agency merger: Gibbons Adver- 
tising Agency, Inc.. Tulsa, with 
Watts, Payne-Advertising, Inc., 

also of Tulsa. 

New agency: Fladell. Harris & 
Breitner Advertising, Inc., at 40 

East 49th St., New York City. Leslie 
A. Harris will serve as v.p. and di- 
rector of all media. 


NAB's policy committee summed 
up 1960 as a broadcasting year 
which showed a steady growth 
despite bleak predictions. 

The statistics: radio and tv stations 
on the air. numbered 4,800; 221 
more than on 1 January. 1960. 








Hills Bros. Coffee 


Pall Mall 

Miller Brewing 



Falstaff Beer 

Campbell's Soup 


Nat'l Tea Stores 



Kroger Stores 


Fels & Coj* 

Schlitz Beer 


Jello / 


Swift Allsweet 


Your Product is Known by the Company it Keeps 

As you can see, your product enjoys the best of company 
on WXLW. And the list of national advertisers continues to 
grow as time buyers recognize the value of showing their 
product off in the best light. By this we mean on the right 
station ... at the right time ... to the right audience. WXLW 
has proven to be the right station in Indianapolis as attested 
toby this ever-increasing list of national advertisers. WXLW's 
well-balanced, exclusive adult programming lets you select 
the right time . . . and the right audience. In addition, your 
product lineage is never destroyed by the type of music 
featured on many stations. Instead, your message reaches 


the consumer who has been put into a receptive frame of 
mind by pleasant music, a consumer who will remember your 
message. So buy the audience that can and will buy your 
product. Always include WXLW in your Indianapolis buy. 




2 JAM \RY 1961 

Three major steps l>\ broadcasters 
were cited as i h« industry's mosl tell- 
ing answers i<> its critics: 

• The industry's fair and impar- 
tial handling ol the presidential 

radio l\ dehale- without ail) legal 

requirements or restrictions for equal 


• Its apparent success in winning 
acceptance of iis \icw thai broadcast- 
ers themselves should determine com- 
munity Deeds and plan programing 
to meet them. 

• lis determined effort to improve 

and expand its means of self-regula- 
lion through the NAB's Radio and 
Television Codes. (See Washington 
Week, page ">*>. for comment.) 

thur I). Stamler to public relations 
si ad, NAB . . . Paul Woodland. 
WCAL and WGAL-TV, Lancaster, 
a., promotion manager, appointed 
ditor-in-chief of the monthly idea 
bulletins published by die Broadcast- 
ers Promotion Assn. . . . Dan Bellus, 
Transcontinent Television's director 
of advertising and promotion, ap- 
pointed program chairman for the 
l')()l Broadcasters Promotion Assn. 
convention and James Mullen, pro- 
motion manager. WCBS Radio. New 
York City, arrangements chairman 
. . Clark Grant, WOOD and 
WOOD-TV, Grand Rapids. Mich., 
promotion manager, named chairman 
of the BPA education and profession- 
al standards committee. 


The amount of time devoted to 
tv viewing went up in Oetober. 
but what makes this spurt ironic 
was that it did not derive from 
the political ado but rather from 
expanded attention to daytime 

The average tune-in per home this 
October was 5 hours and 13 minutes 
per day. For the like month of 1959 
it was 5 hours and 3 minutes. (These 
are NTI figures.) 

On a monthly basis this comes out 
to an added five hours. 

Now comes a figure that easily 
puts in the shadow the record 
turnout for the November presi- 
dential elections: Nielsen esti- 
mates that tv homes devoted an 

accumulative *>I2.(>(>0.7}10 hours 
to viewing the conventions, Ken- 
nedy*Nixon deltaic- and elections 


Nielsen figures that when the counl 
on radio listening bas been compiled 
it'll -how that the attention given on 
ihi- score i" both media will be close 
to a billion hours. 

David Sarnoff says thai sales in 

color t\ sets in 1960 bit the 
s I (Ml million mark. 

\\ hili- black and white sets look a 

7' i sales dip. last year, color took 

the lead in the major consumer prod- 
uct market with a 30^5 -ale- increase 
over 1959. 

Metropolitan Broadcasting en- 
tered the Kansas City market 
with the purchase there, last 
week, of KMBC-TV and radio sta- 
tion KMBC. 

The properties were bought from 
Cook Broadcasting for a (ash price 
of $10.2 million. 

Two satellite stations of the Kan- 
sas Cit\ stations were also transferred 
from Cook: KMOS-TV. Sedalia, Mis-.. 
to Jefferson Television, owner of 
KRCG-TV, Jefferson City; and 
KFRM. Concordia. Kan., to an un- 
named purchaser. 

Under Metropolitan, operating ex- 
ecutives Don Davis and John Schilling 
of KMBC-TV and KMBC radio, will 
continue with the stations. 

Other Metropolitan properties: 

Television: WNEW-TV, N.Y.C.: 
WTTG. Washington. D. C: KOVR. 
Sacramento-Stockton. Calif.: WTVH. 
Peoria, and WTVP. Decatur. 111. 

Radio: WNEW-AM-FM. N.Y.C.; 
WIP-AM-FM, Philadelphia; and 
WHK-RM-FM, Cleveland. 

International: Worldwide Broad- 
casting, key station. WRUL. 

Station KOLN-TV, Lincoln, Neb., 
helped fill the Christmas stock- 
ings of 11 admen with a pre- Yule 

drawing held in the New York office 
of its rep firm. Avery-Knodel. 

The winners who made off with a 
variety of prizes, from transistor ra- 
dio to a 1961 compact car: Andrew 
Zeis, Compton, Chicago: Stephen 
Silver, ass't media buyer. B&P>. New 
York: J. A. Taylor, media supervis- 
or, P&G. Cincinnati: Anne Har- 
rington, readership analyst. BBDO, 
Minneapolis: Leonard Kay. broad- 

( asl buyer, M< < ann-1 i ii k-.m < h 
Lee Man-on. broadi asl su] 
\ isoi . Mai Manus, John 8 Vdam I '■ ■• 
troit; John Chapman, issociate 
i reative directoi . Bui banan I l^mas, 
Omaha: Kenee Faas, assistant buy- 
i i . Edward W i is, < lii. ago; Samuel 
\\ ilson, timebuyer, I ,eo Bui nett, 
Chicago; and Nate Kind, braodcasl 
bu) ei . I )d\ le I lane Bei nbai h, N. Y. 

TvB's Norman Cash drew the win- 
ning name-. 

kudo*: KBAK-TV, Bakersfield, 
( lalif., recipient of honoi award fi om 
the California Teachers Association, 
for "outstanding continuing i ovei 
of education events, issues and pro- 
grams" . . . KFSD-TV, San Diego, 

tec ipienl of Becond annual John 
Swell Ward for the station- i on 
tributions "toward public understand- 
ing, achievement, methods and prob- 
lems of public schools" . . . WJXT, 
Jacksonville, Fla.. awarded apprecia 
tion citation from the Protestant Ra- 
dio and Television Center. Atlanta, 
Ga., for the station's "contribution to 
the religious life of our nation." . . . 
KNOE-TV, Monroe. La., station 
owner James A. Noe, presented with 
Outstanding Award 1>\ the \orthea-l 
Louisiana Football Assn. for his "ut- 
most cooperation and high interest 
in the association's work and princi- 
ples. ' 

G. Dare from sales manager WHCT, 
Hartford. Conn., to sales manager, 
WNBF-TV. Binghamton, N. Y. . . . 
Donald R. Powers to manage] 
WCSH-TV, Portland. Maine, and 
Bruce C. McGorrill to sales man- 
ager, that station . . . Sidney P. 
Allen to national sales manager, 
CKLW Radio and TV, New York City 
office . . . Gordon H. Ritz from 
manager. Time magazine. Minneapo- 
lis-St. Paul, to staff assistant to the 
general manager and station manager. 
\\ [CN Radio and TV. that city . . . 
John A. Dobson. sales manager, 
WCW-TV. Burlington, Vt.. elected 
v.p. of station's operating company, 
Mt. Mansfield Television. Inc. 


Keystone president, Sidnej J. 

Wolf, foresees 1961 as a banner 
year for national radio buys. 
i Please turn i<> page 59 


2 JANUARY 1961 


Sacramento is $ 100,000, 000-payroll U.S. rocket and missile center 

Well served by Beeline Station KFBK, 
modern Sacramento is one of the nation's 
leading agricultural centers as well as a 
growing industrial community . . . the 
rich, bustling hub of an independent in- 
land California market with $1,953,322,- 
000 annual retail sales.* It is also the 
State capital. 

Here KFBK leads regularly in listen- 
ing and programming, is No. 1 rating 
station most of the time. Farm programs, 

news, sports, good music, home eco- 
nomics, school and religious programs 
are presented in balanced format typical 
of all 5 Beeline stations. 

Beeline stations as a group give you 
more radio homes than any combination 
of competitive stations — at by far the 
lowest cost per thousand (Nielsen & 

*Sales Management's 1960 Survey 
oj Buying Power 

KOH o if no 



/lAc CUrfduf ^ftoadccLstMA^ Co*«f>a*uf 





2 JANUARY 1961 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 


2 JANUARY 196! The NAB issued an optimistic year-end statement, carrying the implication that 

copyright i96i the worst is over for broadcasting on the Washington front. 

sponsor Prospects are for an end to probes of alleged wrongdoing by broadcasters. Certainly, 

publications inc. none are planned as of the present time, though these things sometimes get going quite unex- 


On the regulatory side, however, the NAB view is surely overly optimistic: there are 
several unresolved and disquieting straws in the wind. For instance: 

• Although the Landis Report did nothing more than weave together a good many 
ideas previously discussed and not acted upon, it still sticks out like the proverbial 
sore thumb. 

Congress is likely to block or to oppose many of the major recommendations. However, 
the report will inevitably lead to tighter regulation and to lessened cooperation between the 
FCC and the broadcasting industry. This is so because the gist of the report is that the 
FCC has been subservient to both Congressional subcommittees and to the networks. 

The effort of the Kennedy administration will be to appoint men who will draw back from 
the industry, while probably playing it safe and restating outside influences. 

• Appointments of two new FTC commissioners and one new man on the FCC must be 
awaited for a clue as to the precise attitude of the new administration. 

• Much has been said about the gratitude of president-elect Kennedy for the Great Debates 
and the part they played in his victory. On the other hand, much as been said about atti- 
tudes in favor of rigid regulation said to be held by some of his closest and most 
trusted advisers. 

Guessing is that appointments to the FTC and FCC will be "strong" ones. Meaning 
selection of men who believe in cracking down. If so. the regulatory agencies will be on the 
necks of advertisers and broadcasters, regardless of whether Kennedy is happy or unhappy. 

• The FCC has been putting the squeeze on broadcasting throughout 1960, gradually but 
surely. Even without a "strong" new commissioner, this trend is certain to continue. 

Present indications are that before 1961 is over, the screws will be tightened considerably 
by the FCC. The FCC has tightened its own ground rules about as far as it had intended, and 
with fairly consistent support from the ad industry. Here a new chairman might not lean so 
much on industry cooperation, and things could get tougher. 

• Things can only get rougher with the regulatory agencies, but Congress is a completely 
unknown quantity. One and probably two Senate probes of regulatory agency proce- 
dures are in the cards. 

In view of the Landis recommendation the following staff report out of the House Legis- 
lative Oversight subcommittee will likely not be adopted: A permanent congressional group 
to keep a watchful eye on the regulatory agencies. 

On the other hand, the subcommittee is certain to adopt a recommendation for 
hearings on licensing and/or regulation of television networks. It may or may not 
accept the staff proposal for an investigation of rating services. 

No matter which way this is sliced, it means lengthy hearings on network regulation, at 
the minimum. This could lead Harris back into radio-tv probes. 

The NAB has good cause to look with pride on the accomplishments of the in- 
dustry and the association's role in defending and guiding it. 

But one thing can't be overlooked: broadcasting as well as advertising are still walking 
on eggshells in Washington and it will take months before it's clear whether the two indus- 
tries are to have a breathing spell in 1961. 

2 JANUARY 1961 


Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 



2 JANUARY 1961 

Copyright 1961 



Production investments in animated cartoon shows will rise from $20 million 
in 1960-61 to $30 million in 1961-62. 

That's the prediction of Henry G. Saperstein, head of UPA, who has put $1 million into 
Mister Magoo and $2 million into Dick Tracy currently. 

The two UPA cartoon shows, both handled by Saperstein's Television Personalities, Inc., 
began in syndication in 1960 with these results : 

• Mister Magoo grossed $1.2 million through 40 station sales by 15 December. 

• At year's end, WGN-TV, Chicago, was the first station to purchase the 156-episode five- 
minute Dick Tracy series, paying a total of $250,000 for both the detective series and the 104- 
episode Mister Magoo show. 

Many real possibilities for an upbeat year in syndication in 1961 seem to de- 
pend on growth and new markets that weren't predictable a year ago. 

For instance, no one could have anticipated that: 

1) National spot film would boom with new adult advertisers such as Studebaker-Lark 
and Shulton. 

2) Syndication would get a boost from regional campaigns tied in to network spend- 
ing, like Michigan Bell (see FILM-SCOPE, 26 December). 

3) New program types like sports — relatively less expensive to produce — would prove a 
source of new profits, and other types like animated comedy — more long-lived than live- 
action programing — would attract major film investments. 

4) The distribution business — programs that don't require production investment 
— would take on added breadwinning chores: post-1948 feature films, off -network re- 
runs, foreign distribution of syndicated shows, feature films, plus network properties not avail- 
able through syndication here. 

A year-end flurry of off-network re-run business has given CBS Films its start 
on sales of Heckle & Jeckle. 

The 104-episode cartoon series, being made up into 26 half-hours, has already been sold 
to WNBQ, Chicago; KLZ-TV, Denver; WNDU-TV, South Bend; WCCO-TV, Minneapolis; 
WMCT, Memphis; WSIX, Nashville, and KGPX, Salt Lake City. 

Incidentally, CBS Films also reported a 19 per cent increase in grosses for its 
Newsfilm service, adding 38 new subscribers in 1960. 

Two important technological advances contributing to speedier Newsfilm service in 1960 
were new uses for TVR (kinescope) and VTR (tape), saving up to 24 hours over 
previous methods. 


Cost accounting considerations are working toward some syndication changes. 

Syndication's strongest quarters have become fall and winter, thanks to added reve- 
nue from September and January starts. 

The softer quarters are now spring and summer — especially summer. 

There have arisen both an optimistic and a pessimistic solution to the summer problem: 
selling sports shows during the summer season to increase income, or laying off some 
personnel in July, rehiring in fall, to cut expenses. 


2 JANUARY 196 


FILM-SCOPE continued 

It's understood that the year-end reports now being compiled for at least one 
syndicator will show a better picture for I960 than 1959, largely through profit in 
diversified sidelines. 

Despite an uncertain profit picture in domestic syndication, these other sources of income 
will show a marked annual improvement: 

• Merchandise licensing to manufacturers. 

• Foreign network and syndication sales. 

• Domestic network business. 

Furthermore, two other factors should prove of great fiscal advantage during 1961: (1) 
more business previously written to go on the air and commence payment in early 1961 than 
early 1960, and (2) more realistic amortization policies on current and recent produc- 
tion investments. 

However, the weakness in such a profile as this comes in the place that used to be a 
syndicator's strength: domestic syndication. 

Ziv-UA added three new sponsor and five new station sales to Case of the Dan- 
gerous Robin and seven new buyers including two advertisers to Miami Undercover. 

The shows are now sold in 189 and 92 markets, respectively. (For latest sales details, 
see FILM WRAP-UP, p. 61.) 

U. S. Gypsum Company will expand the coverage of its half-hour information 
show, Builder's Showcase, from three to 26 markets in 1961. 

Already set for Kansas City, Detroit, Boston, St. Louis, Houston, Omaha, and Milwaukee, 
the series provided to builders by local non-competitive sponsors, will be produced again by 
Ray-Eye Productions of Kansas City. 

The year 1960 ended with a rush of co-production blueprinting in preparation 
for the 1961-62 season. 

ABC Films will go ahead on a pilot of The World and Lisa Boston, starring Ruth Ro- 
man, and co-produced by ABC Films and Herts-Lion International. 

Raymond Junkin of Program Sales, Inc. and George Richfield signed a distribution and 
co-production agreement for Wally Bear cartoons, expected to run to 130 five-minute and 
39 half-hour episodes, to be produced at Bill Sturm Studios in New York. 

Video tape commercials producers expect more of an increase of business from 
present clients than new clients in 1961. 

Videotape Productions discovered that more than half its estimated 70 per cent increase 
in business for 1960 over 1959 came from clients already in the shop. 

John Lanigan of Videotape Productions predicted another 40 per cent rise in 
1961, basing his estimate on a seven-agency study in which twofold to threefold increases in 
tape commercials spending by present users was expected. 

For the first time in three years some commercials producers reportedly suf- 
fered a serious fall-off of business in December of 1960. 

Two explanations were: the after-effects of a threatened strike, plus a degree of uncer- 
tainty as to which way business in general is headed. 

SPONSOR • 2 JANUARY 1961 57 

A round-up of trade talk, 
trends and tips for admen 


2 JANUARY 1961 

Copyright 1961 



There's a persistent report that P&G is contemplating including money for pub- 
lic affairs programing in its next budget. 

If it does happen, P&G will be lifting a page from the tv book of one of its smallest com- 
petitors, Purex, thereby, for the first time, linking itself to something that might turn out to 
be of a controversial nature. 

Things you can bet won't happen in 1961 : 

• One network congratulating another for a distinguished piece of programing. 

• A timebuyer admitting he's paid as much as he deserves. 

• A rep refusing to expand his list of stations even if offered one located in the top 10 

• An ad manager telling his boss not to blame the agency for a campaign that misfired. 

• An agency account executive giving credit for holding the account to the creative and 
media departments. 

As would be expected, ABC TV will have a second nighttime cartoon show along 
the line of the clicksome Flintstones. The new one under contract will be titled Top Cat and 
produced by the same shop. 

Watch for a reshuffling of top management in an important house agency. 

There's been a change in the corporate setup of the client organization and the new 
powers-that-be have some business intimate they'd like to install in the agency. 

Any one making up a list of opinion-makers in advertising and air media could 
be off -track by not including these names. 

ADVERTISERS: Charles Mortimer, Henry Schachte, Max Banzhaff, Don Frost. 

AGENCY MANAGEMENT: Charles Brower, Barton Cummings, John Cunningham, 
Norman Strouse, Marion Harper, Ernest Jones, David Ogilvy, Walter Weir, Leo Burnett. 

MEDIA DIRECTORS: William E. (Pete) Matthews, Leonard Matthews, Newman 

BROADCASTERS: Frank Stanton, Robert Sarnoff, Leonard Goldenson, Don McGan- 
non, Clair McCollough, Bud Rogers, Richard Shafto, Joe Hartenbower, Merrill Lindsay. 

RESEARCH: Peter Langhoff, Hugh Beville, Sidney Roslow. 

People in the commercial-making trade confess themselves perplexed by this: 

Within recent months two agencies fired men on the commercials staff for being on the 
take but the agencies went on doing business with the producing firms involved. 


A tv network's plans to do some midseason schedule juggling was temporarily 
thrown for a loss because someone overlooked telling one of the accounts involved. 

The account's ad manager happened to be in New York and he first got wind of what 
was in prospect when he overheard a conversation at an adjoining luncheon table. 
Sequel: He informed his agency he was against any switching. 



| [Continued from page 53) 

His prediction factors: 

• \ stead) i ise in national busi- 
ness for Keystone throughout I960 
resulted in a 2595 sales increase ovei 
tlic year before. 

• Reports from salesmen servicing 
;ul agencies ami a<l\ ( rti-crs from 

Keystone's five national offi< es. 

• Estimates from executives ol 
Keystone affiliates, current!) number- 
ing more than 1.1(H) radio stations. 

The expected radio boom, sa\s 

Wolf, indicates that national adver- 
tiser interest in smaller markets is 

beginning to perk up. 

The 'Sing Along' idea, used last 
month by WABC, New York City, 
to trigger its new programing set- 
up, is spreading among radio 

Vmong those who have adopted 
the format: WEBR, Buffalo, N. Y., 
WMM. Columbus, Ohio, and WMIL, 

Ideas at work: 

• KOOL. Phoenix. \ri/.. com- 
bined a sales pitch for its own station 
selling potential with a tourist lure 
via a spot buv on New i oik City's 
WCBS. The copv. aimed at the tour- 
ist, goes, in part, like this: "With all 
this snow and cold weather we're 
Inn ing in our part of the countr) . it's 
eas) to see why Phoenix is growing 
popular so fast. The temperature out- 
side in the sun. beside all those swim- 
mini: pools" etc. The Station sell por- 
tion of the cop) : "I'll bet all the 
timebuyers in \. 1 . are trying to get 
out there right now. But if you are a 
limehuyer and cannot get to Phoenix, 
TOU can get the full Phoenix market 
story by calling"' etc. 

• \$ AOK. Atlanta, Ga., has area 
folks looking into their shoes with 
the station's current U (liking on 
Money contest. The contest idea: the 
station announces three numhers each 
half hour and should the numbers 
match, in sequence, the first three in 
the serial number listed in the listen- 
ers shoe, he walks ofT with the prize. 
The jackpot huilds up until a winning 
shoe is presented. 

• WJBK. Detroit, is going alone 
with the philosoph) a medium's 

neatest means of advertising is it-el t 
— hy inaugurating a hea\ \ self-pro- 
motion campaign. The station is air- 

ing a -aim it ion >ii ,nl - i to the back- 
ground tune ol cash registers). \ 
-ample ol the cop) : "i ing up more 
-ale- with WJBK," "everj business- 
man know - th. it lie sta) - in business 

onl) w Inn 1 1 .i-li n istei ' . and 

"\ on can help ill-llle the Inline -He- 
re— ol your business l>\ advertising 
on WJBK." 

Attracting the teenage listener 
ideas: WFYI, Lang Island, Y Y., 
invited high school students to do the 
.\:'M) new- daily, \fier a four-weeks 

ii the sponsoi . Posture I 
Shoe-., signed .1 i2 week 1 ontrai 1 . . . 
W Sit. Atlanta Ga., ran a Wusii Wan 
contest inviting high school students 
to -end along enti \ cat ds. I he a hool 
w ith the In ' -1 numbei ol enl 1 
received the pi ize "I 200 top-ti 
tune-, suitable foi pla) ing al theii 

school dam es. 

Thisa V data: WTAR, Norfolk. 
\ a., fed the CI5S new- department 
seven live reports on the Pine Ridge 
tankei res< ue operations, _ t Decern- 


2 .) \\i \m P)()l 

ber . . . KNOR, Norfolk, in an effort 
to promote January as Buy a New Car 
month, is airing 50 announcements a 
day, gratis, including quickies, 30's 
ami minutes, which >a\ "'step out in a 
new car for the new year." 


Charles R. Parker from program 
manager to assistant general man- 
ager. WDRC-AM-FM, Hartford, Conn. 
. . . James Grau from sales promo- 
tion and advertising supervisor, 
WABC, to promotion and advertising 
manager, WNEW, New York City . 
Norman S. MeGee to acting chief 
executive. WQXR, New York City . . . 
Gordon H. Lund from sales man- 
ager to general manager, KOME, Tul- 
sa, Okla. . . . Charles W. Loufek. 
from manager. KOME. Tulsa, to v.p. 
and general manager, WEW, St. Louis 
. . . James MeQuade from super- 
visor. CBS Radio network program 
clearances, to sales service manager, 
WCBS Radio, New York City . . . 
Lee Gorman from president, Goth- 
am Broadcasting, to general sales 
manager. WINS. New York City . . . 
Armand LaPointe to KHJ-AM-FM 

\ TV. Hollywood, California, as di- 
rector of merchandising . . . Ray Ed- 
inger to promotion manager, KING, 
Seattle . . . Erank Arney to associate 
farm director. WOW radio and 
\\ ( )\\ -TV, < rmaha, Neb. 

Station acquisition: WEW, St. 

Louis, bought by Franklin Broadcast- 
ing, from Barrington. Sale price: 

New quarters: WATV, to top of 

Thomas Jefferson Hotel in downtown 
Birmingham, Ala., this week . . . 
KALI, from Pasadena to Hollywood. 

More power: WNOR, Norfolk. Va.. 
to 1000 watts. 

Happy birthday: WCAR, Detroit, 
celebrating 21st birthday. 

Kudos: WNEW, New York City, 
sports director, Kyle Rote, recipient 
of Westchester Rugby Club Award — 
America's Outstanding Athlete . . . 
WWJ, Detroit, recipient of Detroit 
Area Council. Boy Scouts of America, 
special award for its program Boy 


(embracing industrial, progressive North Louisiana, South Arkansas, 
West Mississippi) 


Population 1,520,100 Drug Sales i $ 40,355.000 

Households 423.600 Vutomotive Sales $ 299,539.000 

Consumer Spendable Income General Mcirhandise $ 148.789,000 

$1,761,169,000 rotal Retail Sales $1,286,255,000 
Food Sales $ 300,486,000 


According to March 1960 ARB we average 79.1% share of audience frorr 
9 a.m. to midnight, 7 days a week. 


A James A. Noc Station 

Channel 8 Represented by 

Monroe, Louisiana H-R Television, inc. 

photo > ■ : ' 


Scout Reports . . . Cleveland Press 
radio/tv columnist Jim Frankel paid 
high tribute in his column to the 
great community service performed 
b) W GAR in its 30 years of existence. 

• KABL, San Francisco, Calif., 
sold its 24-hour Christmas Day pro- 
graming to the San Leandro food J 
brokerage firm of E. L. Roberts \ 
Company, Inc. The company used 
the commercial time strictly for holi 
day greetings from its officers an 
sales staff to men and women of the 
Northern California food industry. 

• KORL, Honolulu, is offering a 
new service to its listeners: a morning 
wake up service. To subscribe to the 
service, all a listener need do is call 
the station and give the name and 
place to be called. The call is placed 
at the given time and the listener 
aroused, as promised. 


Proeter & Gamble (Grey) has 
bought one-half sponsorship of 
ABC TVs coverage of the Acad- 
emy Awards ceremonies, 17 

The exclusive showing rights, in 
Canada as well as the I .S.. went to 
ARC for a five-year period, after it 
outbid NBC and CBS. 

The bid: $561,000, a year. 

Net tv sales: NBC TV's The Ameri- 
cans, 23 January, to be sponsored by 
Block Drug iSSC&B), Dow Chemical 
i MacManus. John iv Adams and Nor- 
man, Craig & Kummel), Pan Ameri- 
can Coffee (BBDOi. Pepsi-Cola 
(BBDO), and Reader's Digest Serv- 
ices (JWT) . . . Ballantine (Est) I to 
sponsor new color series. Sing Along 
With Mitch, over NBC TV, beginning 
27 January . 


S. Friendly. Jr.. from director, spe- 
cial program sales, to director, pro- 
gram administration, NBC. T\ . . . 
Mrs. Elizabeth Bernard Harris 
From media research department! 
KM", to manager of research, \BC 
Radio . . . Joe Charles Friedman 
from copywriter, program, promotion 
and merchandising department, CB9 
Radio, to assistant manager, that de- 
partment . . . Fred Killian to Mu- 
tual Braodcasting as director of sales 
sen ice. 


2 JANUARY 1961 

This "n" data: Mutual has sel up a 
ncu department, commercial opera 
tions, to tie in with it> expanding 
Bales activities. Veteran stall execu- 
tive, Herbert I. Cutting to head-up 
the department. 


AkVery*Knodel'e Lewis II. Avery 
has been elected president of tin- 
Station Representatives Associa- 

Other officers elected to service un- 
til 30 June, L962: Daren F. McGav- 
ren. vice president; Eugene Kat/. 
treasurer; Robert Gore, secretary. 

John Blair was re-elected t<> the 
board <>f directors for a two-year 
term. Serving with him: H. Preston 
Peters, Frank \l. Headley, and Adam 
^ oung. 

Rep appointment: KTE\. Mia. 
Okla., to Weed Television, for na- 
tional representation. 

gene Malone from account execu- 
tive, WGN-TV, to senior account ex- 
ecutive. H-I\. \eu York Citj . . . 
Alan Sloan from account executive. 
\Y( HSTY. New York City, and Wfl- 
lam Miller from account executive. 
KMOX-TV, St. Louis, to account ex- 
ecutives. CBS Television Spot Sales. 
Ncu York City. 


(TJS I Mm- Mill pain office sepa- 
ration from KNXT. Los Angeles, 
[this week, when it moves its Hol- 
lywood office to new and larger 

I lie syndication unit will move to 
()121 Sunset Boulevard. Included in 
the move are the programing, produc- 
tion, sales, and publicity departments. 
The CBS Films Hollywood office 
previously occupied space in the 
,j; KNXT building. 

Sales: Zi\-1 \'s Miami Undercover 
to Bell Tire on KGGM-TV, Albuquer- 
que; Rodenberg's Super Market on 
wTSC-TV, Charleston: and to sta- 
tions WHDH-TV, Bo-t.-n: WDSM- 
T\. Duluth-Superior; WTVY, Do- 

ihau: KFDX-TV, Wichita Falls, and 
KIY I". Santa Barbara; also, Case oj 

the Dangerous Robin to International 
I l,ii vestei "ii K^ I I Si ottsbluff, and 
KEZI, I ii i ne: \\ esl End Brew ing 

(|)|)|!i and Blown & William-' n 

WSYR-TV, Syracuse; Jim Waltei 
i orp. on WSOC-TV . < harlotte, and 
to stations W l!< IC-TV, Rochestei ; 
\\ \ i:\-l \ . Richmond-Petersburg; 
\\ \TI'.. Knoxville; KR1 \l -I \. Spo- 
kane; WSO( TV, Charlotte, and 

\\SIM\. \llanta . . . UPA's Dich 

Tracy to WGN-TV, Chicago. 

More sales: Colorama Features has 

1 '> station leases of 22 recent Para- 

mount Pictures features, totalling 

- I .25 million in Bales, and Im ludi 

WKBN-TV, Voungstown; wTB( iV, 
Greenville; \\ BRJ I \ . \\ Likes Barr. 
WRBL-TV, < olumbus, Ga.; KG1 N- 
l\. rucson; \\ \ El l\. Norfolk; 
WHEN-TV, Syracuse; Kl ^ R-TV,Bis 
marck; WSM-TV, Nashville; WHBQ 
l\. Memphis; \\ BBM l\. Chicago; 
KMOX-TV, St. Louis; KMSP-TV, 
Minneapolis ; W SB-T\ . Vtlanta; 
CKLW, W indsor; KIIJ. Los bigeles; 
\\ MM TV, \\ ashington, D. I 
\\ FBG-TV, Utoona; W NBF, Bing- 
ha. n: KFRE-TV, Fresno; WIY II 

to talk 

assembled 80 separate 
ads showing you how 
different stations have 
tackled the various 
phases of this prob- 
lem. Ads in all sizes 
from a lull page 
down to a 1/6 page 
in both color and 
black and 

Whether you want 
to talk markets. 
Hiving power, public 
service . . . whatevei 
image you want to 
create — you'll find 
dozens of examples in 
this invaluable source 
book — the onl\ an- 
thology of its kind! 
It's bound to spark 
ideas of your own. 





2 JANUARY 1961 


TV. Lebanon; WNHC-TV, New Ha- 
ven; WIIL-TV, Philadelphia: KSL- 
TV, Salt Lake City; Kl TV, Sail Lake 
Cit) : KINK. I'li.M'iiix: \\ KI5W-TV. 
Buffalo; \\ K/O-TV. Kalamazoo; 
KBOI-TV, Boise; KHSL-TV, Chico; 
WFLA-TV, Tampa; KKTN . Colorado 

Commercials: Videotape Center 

reports a 07 per cent increase for the 
first 11 months of 1960 over 1959. 


Trentin appointed v. p. and general 

manager of Sponsors I'ihn Service of 
I nion Ctiv, N. J. 


Tv and radio's contribution to 
the public services operations of 
tlie Advertising; Council is gener- 
ously related in the Council's re- 
port for the 1959-60 season. 

Report notes in the preamble that 
during that period almost $182-mil- 
lion worth of free advertising was 
contributed to the Council's public 

only kelQland covers 
this 103-county market 

completely! simultaneously! no gaps! 












Chamberlain Mitchell 






KELO-LAND is a 73,496 square-mile market. 
charted by natural distribution flow of con- 
sumer goods. No piecemeal "package" of two 
or three unrelated stations can begin to cover it — not without leaving 
countless untold, unsold families. Only one television facility — KELO-tv 
SIOUX FALLS and its KELO-LAND booster hookups delivers the whole. 
103-county spread to you — completely, simultaneously, no gaps! 


265,490 »v households in 5 states: 
(South Dakota, Minnesota, Iowa, 
Nebraska, North Dakota). 



huh ■ VAiiHiwi ■ cha mum AIM 

JOE FLOYD, President • Evans Nord, Gen. Mgr. • Larry Bentson, Vice-Pres. 

d nationally by H-R In Minneapolis by Wayne Evans 6 Associates 

service campaigns. And that "in ef- 
fect, the contribution 'in kind' makes 
the Council the world's largest edu- 
cational foundation. 

In radio advertisers, stations and 
networks alone ran up a circulation 
of 1.5 billion impressions for causes 
initialed by the Council, while in tv 
the count for seven campaigns onlv 
totalled a billion home impressions 

Public service in action: WNBF, 
AM, FM and TV, Binghamton. N.Y., 
general manager George Dunham, 
and WEJL, Scranton. Pa., genen 
manager, both state radio/tv chair- 
men of the Radio Free Europe cam- 
paign, met in Binghamton to discuss 
their state promotions for the 1961 
fund campaign . . . NBC is distrib- 
uting, nationwide, some 250.000 dis- 
cussion guides, each week, for use in 
connection with the network's debate 
series. The Nation's Future . . . 
WNBS-TV, Columbus. Ohio, pro- 
gram. Birth by Appointment, has been 
honored in the 15th annual Blue 
Cross and Blue Shield Public Rela- 
tions competition in Dallas . . . Na- 
tional Professional Products and 
Radio Center extended its contract 
with Ampex Professional Products to 
purchase recorders to equip the next 
25 non-commercial educational tv sta- 
tions that go on the air and hecome 
affiliated with NETRC by the end of 


The New York Chapter of the 
Broadcast Pioneers will formal- 
ly establish its Broadcasters* 
Foundation at a dinner 26 Feb- 
ruary, at New York City's Latin 

\t the same time, the group, who 
instituted an annual Mike Award, 
will make its first award presentation 
to Crosley's Cincinnati stations. \\ l.\\ 
radio and t\. for "pioneering in the 
held of entertainment, leadership in 
engineering development and ad- 
vancement id careers of performing 
Other trade dates: 

• \2-\.\ Januarx. \ AB's radio 
hoard meeting, Washington, !).('. 

• 0-7 April. Ohio Association of 
Broadcasters, spring meeting, White 
Sulphur Springs, \\ , Va. % 



2 JANUARY 1961 

Tv and radio 

Fl^g^^ Marvin L. Shapiro i lefl i and Howard H. 

i^^^^k Marsh i below right i ha\e joined the ex- 

» panded New York Citj sales staff of Har- 

V rington, [lighter & Parsons. Both come to 

1 fjf HUP fri.ii I US l\ Siii.t Sales in New 

A * ^^^. York. Shapiro, who ~j ><-r 1 1 lour \ears with 

^ ('US IA Sj)o| Sales, was. prior to thai 

affiliation, national sales manager of 
WCW -TV, Philadephia. Before that, he was on the sales staff of 
\\ >> U. Syracuse. \ graduate of the I Diversity of Syracuse, he re- 
ceived the I960 Annual Outstanding Mumni \wanl given bj the 
I Diversity's radio and t\ department. Sha- 
piro is married and the father of three 
children. Marsh spent five years with 
CBS TV Spot Sales both in New York Citj 
and Chicago. Prior to that time, he was 
with Peters. Griffin, Woodward in Chicago. 
\ graduate of Northwestern University, 
Evanston, III.. Marsh's earl) sales career 
included the Hart. Schnaffner & Marx Co. 
where he was assistant to the sales manager in 1955 and a position 
on the sales staff of H. L. Welles, a to) outfit, both in Chicago. 
Marsh is married and the father of two children. He is a member 
of the Beta Gamma Sigma National Commerce Honor Fraternity. 

Kelso Taeger has been named vice-presi- 
dent and manager of the media department 
in the home office of McCann-Erickson Ad- 
yertising (U.S.A.). He replaces William 
C. Dekker, one of the best media men in 
the business and a pioneer timebuyer. 
I aeger has been with McCann-Erickson for 
15 years, most recently as a vice president 
and media director of the Detroit office. 
ie will report to II. \evin Gehman. v.p. and 
manager of the media services division. Taeger was born in Canada. 

Thomas J. O'Dea joins WXYZ-TV, De- 
troit, this week, as national sales manager. 
He replaces Ralph Dawson who has been 
appointed manager of WXYX-TVs newly 
formed tape commercial department. O'Dea 
comes to the Detroit station from H-U Tele- 
vision Representatives, New York Cit\. 
where he had been senior account execu- 
tive. Prior to his association with II U. 
Dea was timebuyer and network planner with SSC&B for Carter's 
Products and Whitehall Laboratories. Earler he was with Esty. 

In his new position, I 


2 jam ua 1%1 


■ < ontinued from page 30) 

be more than 5' I above the avei 
for L960. 

Thus, we expect \')u\ all media ad- 
vei tising i local and national > to be 
ii acl ionall) above oi In-low the esti 
mated 1960 figure of tl 1,395,000, 
000. Statistically we don t expecl total 
L961 advertising to exceed $11, 150,- 
000, i<m to fall below >l 1,190,000,- 

000. lake \oiii pick within this 

range; the general 1961 e< onomi( 
outlook doesn't lend itsell to more 
definite conclusions. 

I lowever, should an inflationai j In- 
duced business recover} be generated, 
total L961 advei rising i ould i ise as 
high as $11,600,000,000. 

Logical expectations lead US to be- 
lieve in a "so-so" \'H)\ general busi- 
ness picture with further dwindling 
recession followed by a mode-t and 
gradual recover) during the Li~-t six 
to seven months of the \ear. 

Should this be the general business 
pattern, we expect 1961 t\ revenues 
to shape up as follows : 

1960 1961 

Estimated Forecast ' '■ 1961 
Source (millions) (millions) Over'60 
National I V I 
andSpot) $1,357 $1,465 +8% 
283 290 +2% 


Total $1,610 si. :.-,;, 

There are two imponderables in the 
1961 t\ outlook. One of these is the 
regional advertising practice of na- 
tional magazines. It is too early, in 
ibis practice, to know whether this 
new technique will attract advertising 
dollar- from spot tv — or how man\ 
dollars. During 1961 we should find 
the answer. 

Another unpredictable force i- the 
recent increase in talent costs brought 
on 1>\ the latest union contracts. The 
increased talent costs could have an 
adverse effect on spot t\ advertising 

Neither regional magazine adver- 
tising nor higher talent fees will alter 
the basic trend of t\. But, in combi- 
nation, thej might side-track several 
millions ol dollar- awaj from tv. ^ 

For editorial comment <>n the fore- 
casts oj management consultant Doh- 
crh and for an appraisal of what ///<■ 
current state of economic affairs 
mean to the individual agency, adver- 
tiser, stations, and network, <i^ well u* 
in the radio and ir industries at 
whole, see" Sponsot Speaks," pagi 66 
// e a ill welcome \<>ur comments. 



{Continued from page 35) 

lie influenced by its management atti- 
tude toward manpower is in program- 

Treyz says flatly, "The real tv 
heroes of tomorrow will be the in- 
di\ idual producers. The men who 
can bring in creative new programing 
will be television's key figures — the 
Bill Orrs, the Roy Huggins, the Bob 
Leonards, the Bob Drews." 

This ABC insistence on the impor- 
tance of the creative individual may 
come as a surprise to some outsiders 
who lia\e thought of the network as 
"formula-ridden" with its action- 
western-adventure programing. 

There's little doubt, however, that 
the Treyz statement gibes with the 
convictions of most real tv program 

As one Top 10 agency tv head put 
it to SPONSOR; "When you first come 
into this business you're almost al- 
ways dazzled by program ideas and 
program formulas. Gradually you 
learn, though (often the hard way), 
that ideas are worth less than a dime 
a dozen. What you really have to 
look for is the talented individual, the 
guy who has an idea and knows 
how to put it together." 

Evidence that ABC's program 
thinking focuses on the creative in- 
dividual was contained in the recent 
signing of Bob Drew of Time Inc. to 
do a series of public affairs specials. 
(Yanki-No! was the first.) 

Conversations at ABC reveal that 
Drew's special abilities, rather than 
the Time-Life label was the principal 
reason for the deal, even though it 
has been widely reported that former 
ABC News chief John Daly resigned 
in protest over the bringing in of an 
outside organization. 

So much for a brief summary of 
the ABC management attitude to- 
ward manpower which, in the opinion 
of most observers, must be rated the 
prime factor in any assessment of the 
network's future. 

On judgment this ABC "intangi- 
ble" looms as a ver) formidable 
weapon, and one that will provide 
plent) of competition for NBC and 
LI5S in years to com< 

i (Hie I m\ / himself says, "The big- 

I problem of all is how to staj 

young. The besl way to do this is 

lo build men . . , pal li< iilai l\ \oiinu 



(Continued from page 36) 

a lesser role in advertising. They 
consider the ideal balance as being 
80% print and 20% tv and radio." 

Most advertisers expressed a genu- 
ine interest in spot radio and in see- 
ing forceful presentations. "I would 
use radio when we have the right 
presentation. It would not hurt if ra- 
dio salesmen come around with valid 
research findings that proved they 
have been successful selling prod- 
ucts like ours," was one comment. 
Others included: "We would like 
more information on the medium." 
"I could be interested if somebody 
showed me how I could use it effec- 
tively to sell my products." "Tv 
doesn't have to be sold, it sells itself." 

Following are several responses to 
the question: "What have been your 
chief 'gripes' about radio?": 

• "I think the rates situation in a 
great many markets may be a factor. 
I would like to be able to make my 
own deals." 

• "Lack of consistency as to bill- 
ing local or national." 

• "We are increasing our expen- 
ditures in spite of lack of information 
about radio." 

• "The daytime audience is not 
exactly the best for a given product." 

• "Lately programing is directed 
at \ oung groups to the exclusion of a 
broad audience." 

In commenting on the results of 
the study, Carl L. Schuele, president 
of BTS, offered the following pro- 
gram which, "if embraced by most 
national radio salesmen, would in- 
crease spot billing by hundreds of 
millions of dollars." 

1 . Triple client calls and those on 
upper-echelon agencymen. 

2. Salesmen should not only play 
up the mass-appeal aspects of their 
stations but point up how they reach 
specialized and segmented groups. 

3. Sell more with sales results . . . 
documented success stories in clients 
ow n product or sen ice held. 

4. Show what a tv or magazine 
budget would buy in spot radio. 

5. Retail vs. general rates encour- 
age accounts to deal in cooperation 
with distributors. \ firm -land on 
rates would discourage such client 
actn it\ . 

d. Let's not sell lime a- -in li. hut 

ideas, programs, complete cam- 
paigns. ^ 


{Continued from page 32) 
ren-East Stroudsberg, Pa. Other ma- 
jor cities besides Philadelphia, in- 
clude Trenton and Camden, N. J. 

And now for results. 

Within a week after the show. 
\\ TIL-TV reported that over 50,000 
letters were received in response to 
the home viewer contest. 

\\ ithin 10 minutes after the show, 
post offices in the coverage area re- 
ported that a heaw traffic of people 
were trying to get the earliest possible 
postmark on their entries. 

While people were supposed to 
send their letters to the station, over 
1,000 entries went directly to Hess', 
proof of sponsor identification. 

Here are the Arbitron ratings for 
Philadelphia, 10 December, 7-7:30 
p.m. : 

WRCV-TV (movie spectacle and 
cartoons) 6 rating fl6% audience). 

\\ FIFTY ( Hess' spectacular) 20 
ratings. (r>6 f i audience I . 

WCAU-TV (football scoreboard 
and part of Seahunt). 10 rating, 
i 2!!' J audience) . 

The telecast was the first in a series 
of specials Hess Bros, plans to present 
on WFIL-TV. #• 


[Continued from page 25) 

idential Campaign which appeared 
in your issue of November 7. 1960. 
This is. therefore, a request for per- 
mission to reprint the article, with 
appropriate credit. Should you be in 
a position to reprint for us. please 
let us know the cost of purchasing 
five hundred copies of the article. 

Richard Ellison 
N.) .( 

• If reprinted bj SPONSOR, 500 four-page, 
black-and-white copies on '■" ll>. stock *nulil 
cosl S.>o. 


As always, I found several items of 
keen interest in the latest issue of 
SPONSOR. One. the article on "Why 
Food Brokers Like Spot Tv" is of 
such timel) interest, I would like per- 
mission to reproduce it. suitably doc- 
umented, of course, for distribution 
to representatives in this field who 
ma\ not have seen it. 

\. Richard Robertson 
promo. <S: mdsg. 
San Francisco 

• -I'oNMUt i- happj in ^r:tni roprinl |»ri* i- 
leftes providing requests are made ■ >i writing 
and snilable credit Is given this publcation. 


2 JANUARY 1961 

frank talk to buyers of 
air media facilities 

The seller's viewpoint 

The current emphasis by station men. advertisers, and agencies on />///>//< 
service programing and truth in advertising and promotion is hardly a new 
idea, states (',. Max kimbrel. station and general sales manager of 11 -CTO. 
Cypress Gardens. Florida. It is part of broadcasting s original rule that " I 
radio station shall operate in the public interest, convenience, and neces- 
sity"; a rule that has been much abused b\ these same men who, today, are 
finally realizing the value of it. Sighting what he believes to be infractions 
of public service, kimbrel offers some practical ail vice to clients, agencies. 

Watch out for the fast buck operator 

m a< :ts would currently seem lo reveal that, of a far too 
great percentage of station men. advertisers, and agencies 
alike, main of the suddenl) "budding" theories regarding 
"the \alue of public service material," "qualitj operation, 
"the sins of overcommercialization," "truthfulness in ad- 
vertising and promotional claims." etc.. represent a revolu- 
tion within the industry, opening vast new fields of explora- 
tion, ami. if not followed, perhaps condemnation. Forsooth, 
where were all these folks when the rules were originally 
passed out— "A radio station shall operate in the public 
interest, convenience, and necessity ? 

The formula would seem ver\ simple and straightfor- 
ward: know the people you will serve, determine their in- 
terests, needs, desires, then provide same in your best pro- 
fessional manner. Of course, if there are those interested 
only in a fast buck, as has been profusely illustrated by 
main in the past decade, we must note that in any business, 
with well-directed -ham. pretense, and noise, this dollar sign 
can be temporarily created in volume, with little or no at- 
tention to the basic justifiable qualities of operation. Actu- 
ally in the archaic da\s of the '30*s and early '40's, most 
radio stations subscribed and operated by the basic theory, 
first set forth, and the return of such thinking today is 
merely the return of the cycle, brought about by the very 
misuse of their privilege by so many people. 

To wit. on a recent auto trip, from Florida through the 
Midwest and return. I must have listened to more than 
LOO radio stations, yet I heard only three that I would 
consider as serving the public, as well as the advertiser's 
interest. Granted. I do not pretend to be an authority on 
the subject, but neither do I earn a narrow-minded, biased 
brief for any particular type operation. I!\ an\ definition. 
this was a rather poor batting a\erage. 

The major difficulty, if these operations can be judged 
by comparable standards id personally better-known op- 
erations, are ridiculoush low rates, brought about possibly 
by too much irresponsible competition and constant rate 

cutting lot fear the business will go elsewhere. In short, 
the fast buck operators neither know, nor care, what their 
product is worth, so long as the ultimate P&L shows a 
profit. \ olume is the only prequisite, hence, the public be 
hanged! (.Incidentally, this is the same "public"' who is 
supposed to be influenced to buy clients' product?, i If this 
were not the case, win can \ou find stations anywhere, at 
the twirl of the dial, running three-four-five- and six-min- 
ute spots, back to back, in a so-called musical show, be- 
tween every number.-' 1 recall one case where I logged and 
Listened for 2.") minutes and heard two musical numbers. 
The spots were always five in number, sandwiching local 
and national, and I would defy anyone to name two of the 
fi\ e after each session was over. So, someone w ill saj . "well, 
the} are top-rated, therefore the] must be good!" It's high 

time adult, mature people awoke to the fact, that, while 
it is entire!) possible for ratings and actual response to be 
purel) identical, it is just as possible to have the two at 
poles apart. Such station- will vociferoush tell vou how 
much more effective their station is than the local news- 
paper. \et, you can't buy a one-line classified in the news- 
paper for the price of their going minute rate. Actually, 
h\ their \ei\ operation the) are reducing themselves to a 
classified column of the air, with just about as much im- 
pact for the client, who thinks he is getting displa\. 

I lie moral of this story, while seemingly directed in the 
main to irresponsible station operation, could be brief!) 
staled by advising ad\ertisers and agencies alike to know 
what they are buying, and thus better determine the type 
results to be ac hic\ecl. All radio stations an' no more alike 
than all women are alike and some of the former are 
ju-t a- promiscuous as the latter. 

\\ e. at \\ I • 1 1 I, gear our entire thinking and operation to 
serving and pleasing the Listener, hence, client -ales, and 
pleasure, always follow. No, we are not perfect, but we 
do recognize our responsibilities and attempt to live up 
to them. ^ 


2 JANUARY 1961 



1961— Prospects and challenges 

In the calm, reasoned business analysis provided by man- 
agement consultant Dick Doherty (see pages 27-30) there 
is little cause for exuberant over-optimism about radio/tv 
progress in 1961. 

Doherty expects total U. S. advertising to be close to 1960 
levels, and while tv can probably look for a modest rise, he 
predicts that radio's possible gains will not be more than 
3% over last year. 

We respect Dick Doherty for laying it on the line in this 
thoughtful, expert, and unemotional way. 

But at the same time we want to point out certain things 
about economic forecasts which are often forgotten. 

1. Regardless of the general business outlook, the op- 
portunities for individual growth (by a station, network agen- 
cies, advertiser, etc.) are not limited by averages. 

2. Any industry which, in 1961, can find new creative 
answers to the challenges which face it can confound all pre- 
dictions and forecasts. 

3. Television's real challenge in the coming year is to 
find ways of becoming even more attractive to advertisers 
than it has been in years past, and in our opinion this can 
only be done by substantial creative improvements in all 
types of tv programing. 

4. Radio's greatest challenge in 1961 will be to devise 
new ways of translating into meaningful terms for regional 
and national advertisers the medium's tremendous power, im- 
portance, and sales successes at the local level. 

If radio and tv can face up to these challenges and can find 
really, bright, new, original, imaginative, and creative an- 
swers to them, then we are certain that 1961 can be ;i better 
air media year than Doherty predicts. 

1 1, on the other hand, radio and t\ men in 1961 are content 
to use old methods, old formulas, old habits of thinking, 
then the Inline look- pretty gray. 

It's entire!) ii|> to the industry, and to the indi\ [duals who 
work in it. Hut as the youngest, healthiest, and most vigorous 
ul all advertising media, we believe thai radio and i\ can 
inert the challenges and confound the prophets. ^ 


Letdown into a pit: Viewers who 
knew the music asked, "How could 
Bernstein let them do it?" But there 
it was on the home screen, the Pro- 
logue to West Side Story behind 
striking photography of a crowded 
city — trains, ball parks, streets. The 
exciting music reached a crescendo; 
WSS fans became enraptured. And 
then the tv hit them with something 
like: "In crowded places, be confi- 
dent. L se our roll-on underarm deo- 
dorant and youll smell good. We 
think it's a slinking trick! 

Dome's dame: Mrs. Erwin Kphron, 
whose husband toils for the A. C. 
Nielsen Co.. endears berself to every 
gu) who's finding most of his hair on 
the comb these days with her line. 
"You cant rumple virility!" 

E's O.K., that boy: The Treasury 
Dept. has an ad among the rock n" 
roll "singers." On the Dick Clark 
Slum recent!) the tv star introduced 
a new teenagers" favorite, and his 
name, no fooling, was U. S. Bonds. 

Tardy Teddy: "There was no point 
in rushing the boy into show busi- 
ness," said Mickey Rooney, as he 
prepared to co-star on a GE Theater 

show with his son, Teddy. '"I held the 
boy back until he was ready." Teddy, 
now 11, made his debut as a per- 
il inner a I an advanced greying five. 

Whither radio? Channel Master 
Corp. discovered heavy listening in 
oxygen tents and tree bouses when it 
ran a promotion of its portables. 
Nunc other results: one guy listens 
to \\ i . VIS. \\ ashington. on his an- 
alyst's couch. A Brooklyn veterin- 
arian got to W ABC through a stetho- 
scope applied to a dog's stomach. 

Language-wise, the latest: The foK 

lowing, marked "Correction!' came 
in the other week: "THE NAME'S 
NOT THE SAME . . . This will come 

as no surprise to Margaret Truman, 
but her married name is Mrs. E. 
Clifton Daniel nol Clifford Daniel. 
a~ erratumed in our release announc- 
ing her week-long appearance on 
CHS Radios new daytime informa- 
tion feature. Personal Story. Our 
apologies to the Daniels and the Tru- 
mans.'" Oh. don't apologize; anyone 
could have erroneousnessed. 



2 JAM AHY l<H>l 







why KSD-TV bought Warner's "Films of the 50'! 

Says Keith Gunther, "The main reason 
we bought Seven Arts' first release of 
post-50's is a matter of simple arithmetic 

"We figure to come out OK on Warner's "Films 
of the 50's" because features of this high 
calibre have far greater re-run value than 
ordinary productions. Our long-term contract 
with Seven Arts enables us to work out 
more re-use in prime time. 

"Actually there's another reason. We have 
a good feature film sponsor to consider 
and we want to give him 

"nothing but the te$\ 

Warner's Films of the 50's... 
money makers of the 60's 





NEW YORK: 270 Park Avenue • YUkon 6-1717 
CHICAGO 8922 D La Crosse. Skokie. III. - ORchard 4-5105 
DALLAS: 6710 Bradbury Lane • ADams 9-2855 
LOS ANGELES: 11358 Elderwood St. • GRanite 6-1564 





• JANUARY 1961 
40« a copytSS a ymmr 




E FATHER... LIKE SjpN?... 
i the Land of Milk and >foney? 

on your life! In the past 30 years, the 
;consin "Hayseed" has made way for the 
jl-educated, well-heeled, well-dressed busi- 
!s man whose profession is farming. 

j storybook stuff, this market of ours! . . . 
cres of small cities and thousands of big 
iry farms -400,000 TV families. 


Booming weight control 
business watches the 
leading lirand in it- 
network tv approach 

Page 27 

Exclusive: an 
agency report 
on syndication 

Page 30 

Farm radio's 
drug billings 
in sharp rise 

Page 33 

How Coty's 
Drew plans tv 

Page 38 


Ten years ago, Albuquerque, New Mexico, was not 
included among the nation's top 100 cities 
in population. 

Now, the 1960 Census shows that Albuquerque has 
more than doubled in population in the last 10 years 
and ranks as the nation's 60th largest city! 
These figures confirm what many people have real- 
ized for some time: that fast-growing Albuquerque 
is a major market ... a billion-dollar market no 
advertiser can afford to ignore. 

And these people also know that KOB-TV domi- 
nates the exploding Albuquerque market — in ratings 
and in homes delivered. It's your best buy in 
atomic Albuquerque. 

NBC Affiliate 
Albuquerque, N.M. 

In Buffalo and Western New York for product 


■ *~^ - v-a,.J- - ' "• Vyryr; - Hfe.-fcL^j. 

— i_ 

identification use the station most 

closely identified with the market 

A minor point, perhaps, but even WBEN-TV station ID's picture the 
Buffalo-Western New York market. 

Never-ending is the WBEN-TV effort to be the station most closely iden- 
tified with the likes and the loyalties of this important area. Since 1948, 
when Ch. 4 pioneered television on the Niagara Frontier, good public serv- 
ice programming and quality local programming were the standards set 
and followed to build loyal audiences. 

Today, to best identify your product with the shopping habits of the more 
than 2,000,000 people in this metropolitan market, use the station they 
watch most often. Make your TV dollars count for more — on Ch. 4, the 
station identified with top coverage, penetration and sales in Western 
New York. 

National Representatives : 
Harrington, Righter and Parsons 


The Buffalo Evening News Station 

CBS in Buffalo 



....Florida's FASTEST 
GROWING Market! 

In the past decade, Orlando's 
Metropolitan Area population 
zoomed 124.5% to 318,487. 
Orlando's area growth rate 
ranks 3rd in the entire nation. 


of a MILLION .' 

In tact, more than a million 
people live in the Central 
Florida marketing area served 
by WDBO-TVand WDBO Radio. 

to reach the 

heartland of Florida, 

use the DOMINANT 



CHANNEL 6 • 100,000 WATTS 
CBS Television Network 


580 Kc - 5000 WATTS 

CBS Radio Network 

Represented by Blair 

© Vol. 75, No. 2 • 9 JANUARY 1961 




A new, booming industry watches Metrecal 

27 Rivals for the calorie control market study leader's network tv debut, 
seeking copy, programing clues that could shift them from print to tv 

Report to a client on syndication 

30 K&E study for national client finds syndication compares favorably with 
other media, is best additive to network to check top U-market weakness 

Farm radio's drug spending is up 

33 The animal health industry may soon replace farm machinery and hybrid 
corn as the top-ranking advertising category in the farm radio medium 

Public not squeamish about accidents on tv 

35 Station finds that while viewers are horrified by unedited car crash 
film, they approve of it. Morbidity, in this case, they say, has a purpose 

Radio digs out dog owners 

36 Kasco considers radio's coverage, economical frequency ideal to reach 
the diffuse dog families; gets hefty merchandising support in campaign 

How Coty's Drew sets tv marketing 

38 Wallace Drew, Coty Inc.'s marketing v. p., is loaded for bear with broad- 
cast ad experience, sees stepped up tv/radio campaigns for Coty's cosmetics 

Can tv sell a new coffee in N. Y.? 

40 Manger Hotels brand is out to crack the market with air media drive 
heavy on ingenuity. Adult-level tv and radio spots parody Open End 

INA's radio p.r. pays off 

41 Insurance company's annual Sing with Bing buy brings Yuletide greet- 
ings to radio listeners throughout world and goodwill to tbe sponsor 


56 Film-Scope 

24 l«nh and Madison 

52 News & Idea Wrap-Up 

8 Newsmaker of the Week 
52 Picture Wrap-Up 

65 Seller'-. Viewpoint 
44 Sponsor Asks 

9 Sponsor Backstage 

58 Sponsor Hears 

19 Sponsor-Scope 

66 Sponsor Speaks 

46 Spot Buys 

66 Ten-Second Spots 

14 Tinubiivers \t Work 

64 Tv and Radio Newsmakers 

55 Washington Week 

Member of Business Publications |_|_| fl 

Audit of Circulations Inc I IStl 

SPONSOR PUBLICATIONS INC. combined with TV. Executive. Editorial. Circulation ill 
Advertising Offices: 40 E. 49th St. (49 b Madison) New York 17, N. Y. Telephone: MUrr»v 
Hill 8-2772 Chicago Office: 612 N. Michigan Ave. Phone: SUpenor 7-9863. lirminghasi 
Office- 3617 8th Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 6087 Sunset 
Boulevard. Phone: Hollywood 4-8089 Printing Office: 3110 Elm Ave.. Baltimore 11. Md 
Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countries $9 a 
year. Other Foreign countries $11 per year. Single copies 40c. Printed in U.S.A. Addren 
all correspondence to 40 E. 49th St., N. Y. 17, N. f". MUrray Hill 8-2772. Published weekly 
by SPONSOR Publications Inc. 2nd class postage paid at Baltimore. Md 

©1961 Sponsor Publications Inc. 


( ) I VNUARY 1961 


Editor and Publisher 

Norman R. Glenn 
Executive Vice President 
Bernard Piatt 

Elaine Couper Glenn 

Executive Editor 

John E. McMillin 

News Editor 

Ben Bodec 

Managing Editor 

Alfred J. Jaffe 

Senior Editor 

Jane Pinlcerton 

Midwest Editor (Chicago) 

Gwen Smart 

Film Editor 

Heyward Ehrlich 

Associate Editors 

Jack Lindrup 
Ben Seff 

Walter F. Scanlon 
Michael G. Silver 
Ruth Schlanqer 
Diane Schwarh 

Contributing Editor 

Joe Csida 

Art Editor 

Maury Kurti 

Production Editor 

Lee St. John 

Editorial Research 

Elaine Johnson 

Sales Manager 

Arthur E. Breider 

Eastern Office 

Willard Douqherty 

Southern Manager 

Herb Martin 

Midwest Manager 

Paul Blair 

Western Manager 

Georqe Dietrich 

Production Dept. 

Barbara Parkinson 


L. C. Windsc-, Manaqer 

Readers' Service 

Barbara Wiqqins 


S. T. Massir^'no Assistant to Publisher 
Laura O. F^erman, Accountinq Manaqet 
Georqe Becker: Michael Crocco; Syd Gutt- 
man; Hermine Mindlin; N/Vilke Rich; Irene 
Sulzbach; Dorothy Tinker; Flora Tomadelli 


A 7 of t°P 



44% shore 


The latest figures show... 

Western Washington viewers watch KOMO-TV more than any 
other station ! 

Throughout the past year in prime time, 6:00 to 10:00 PM, 
KOMO-TV has averaged 32% more audience per average 
quarter hour than the second station; 147% more than the 
third station. 

AND has consistently had 4 times as many programs in the 
top 20 as all other stations combined ! 


9 JANUARY 1961 


Source: ARB October 1959 through November 1960 


There is nothing harder to stop than a trend. 

Particularly, a trend like the one we have in mind: 
ABC's move to the top in network television viewing. 
For, this trend, as the chart-minded will note on the 
right, started trending back in 1953, gained momen- 
tum each successive year and, significantly, scored 
its sharpest advance in 1960. 

Note also that this activity has been charted, Nielsen- 
wise, in the country's largest competitive television 
arenas. In precisely those key market places where 
all 3 networks put their best show business foot for- 
ward for the choice of the Viewers. And where the 
Viewers (also known as Dial Twisters) by their 

choice separate the best from the rest. 
Note, most importantly, that this trend is here to 
stay. It is the inevitable result of an irresistible pro 
gramming force. Namely, trend-making — not trend- 
following. Namely, a consistent record of coming 
up with the newest twist for the Dial Twisters. 
As in westerns: Maverick. As in private eyes: 7 
Sunset Strip. As in law and disorder: The Untouch 
ahlcs. As in comedies, this new season: The Flint 
stones. As in public service programs, with the mos 
ambitious visual history project ever: H'instoi 
Churchill: The Valiant Years. 

The explosive action of this audience trend is trig- 
gering, as it must, an equally dynamic sponsor reac- 
tion. ABC-TV billings zoomed another 30' < in 1960 
— far outstripping the industry's growth rate. 
In view, then, of the trend's known direction and 
velocity, wouldn't 1961 be the year to go with it . . . 
and make ABC your first choice? 

more and more people will 

iource: Nielsen 24 Market TV report week ending December 4, 1960. vs multi-network are* reports for .similar periods previous years 6:30-11 PM Sun 7 30-11 PM Mon -Sat 

m ^ 


in 310 quarter hours 
...out of a possible 360 
(6 a.m.— midnite, 
Monday thru Friday). 

Share of audience 

—mornings, 20; 
afternoons, 19; 

evenings, 23. 

According to the July, 1960, 
Phoenix metropolitan Pulse 
...the hottest buy 
in the Valley of the Sun... 


I call robert e. eastman & co., inc. 


of the week 

There's a new wind blowing in the field of station representa- 
tion with the acquisition of Headley-Reed by The Boiling Co. 
The $500,000-plus package purchase, effective 1 February, 
puts Boiling in the top rep ranks in terms of size and billing, 
and points to new movement in a broadcast area which has 
tended to be settled, staid, disinclined to ii make waves." 

The newsmaker: George W. Boiling, founder and presi- 
dent of The Boiling Co., is still making news after 36 years in the 
broadcast business. And, unlike some of his representative col- 
leagues, he's expanding and moving upward with new plans rather 
than holding to a profitable status quo. 

Final acquisition plans have not been made, but it looks as if 
station lists of both Boiling and Headley-Reed will be winnowed 
down to give more emphasis to 
major-market areas. Boiling now 
represents some dozen tv stations, 
about 30 radio, and the number of 
facilities is expected to be between 
40 and 50 stations evenly divided 
between tv and radio. 

Personnel discussions are still 
being conducted, but at this point 
the new management team has de- 
cided to make use of three top 
executives from Headley-Reed. 

They are former Headley-Reed George If'. Boiling 

president John Wrath, who will be Midwest v.p.: Jack Hardingham, 
New York v.p.; and Robert Schmid, new executive v.p. 

The Boiling move follows a general business pattern of mergers 
and acquisitions which "make big companies bigger" in their com- 
petitive stress to give expanded and better service, explains Mr. 
Boiling, adding that "You must move with the times or retrogress." 
He sees this expansion as "fulfilling two major functions: increasing 
sales by bringing in more and experienced sales power and enhanc- 
ing services" now being provided. 

George Boiling has been a broadcast pro since 1925, when be be- 
came Chicago's first commercial spot radio salesman in a stint at 
KYW and for other Westinghouse stations, covering a territory 
which spanned the West from Ohio to California. His initial rep- 
resentation experience was gained with the John Blair Co.. for which 
he was Detroit manager and then vice president land second largest 
stockholder) in New York. Just 14 years ago to the aequisition 
date- 1 Fehruarj he organized his own company. 

Mr. Boiling spends much of his time traveling between branch 
offices, L3 in all. He's a graduate of the U. S. Naval Academj and. 
in off hours, likes to golf, hunt, fish and raise pure-bred Holsteins 
on a faun in Michigan. ^ 


9 JANUARY 1961 

I>\ foe (si da 


Stations sticking their necks out, too! 

In m\ enthusiasm in the past sexeral columns 
over the apparent increase in fearlessness and so- 
cial consciousness <>n the part of sponsors and 
their advertising agencies in bankrolling contro- 
versial and or unpleasant, disturbing programs 
I have overlooked the simple fact that the net- 
works and stations carrying these shows deserve 
as much applause as the underwriter of them. 
In some cases, more. So I hasten herewith to correct that oversight. 

Of course the networks, both tv and radio, deserve a full measure 
of kudos when they run, sustaining or sponsored, important pro- 
grams which are almost certain to antagonize a segment of the pop- 
ulation. And all the webs have run shows of this type for many, 
mam years, with, in my judgment, completely inadequate credit on 
the part of most of the critics, 'let one expects the networks to take 
unto themselves a goodly share of this kind of social responsibilitv. 
It always impresses me even more when local stations boldly, and 
with a seeming disregard for the commercial consequences, speak 
out on the air for a cause which needs a voice, but is likely to be 
unpopular in the community. 

This one plunged right in 

Here, too, as in the case of the advertisers, themselves, and in the 
case of the networks, this t\pe of daring on the part of local stations 
is on the increase. 

You will surely recall that one of the most dramatic and violent 
recent episodes in the area of controversial and dynamite-laden situ- 
ations was that which found New Orleans faced with the necessitv to 
integrate in the public schools. As a matter of fact, if you are a 
reasonably steady Backstage customer, you may even recall that I 
did a piece on the boldness of Revlon, demonstrated by their spon- 
sorship of a very thoroughly integrated Harry Belafonte show, bank- 
rolled at the very real risk of losing a large number of attractive, 
young while mothers in New Orleans as Revlon patrons. 

Well, perhaps Revlon's willingness to tilt with the windmills is as 
nothing compared to the courageous stance taken 1>\ station WW I 
TV, channel 1, in New Orleans itself. When the school integration 
crisis started in their town. Larry Carino, who runs the station, and 
his news director Hill Reed felt that regardless of how ugl} a por- 
trait was developed, it was their duty to present the picture of New 
Orleans reaction to the effort to integrate in the schools. So their 
cameras caught, and their transmitters flashed to the community, the 
nauseating picture of some of their young matrons kicking and curs- 
ing white people and Negroes alike for attempting to meet the fed- 
eral legal requirement to integrate in the schools. 

After a week of the most candid pictorial presentation of the ini- 
(P lease turn to page 11) 


9 JANUARY 1961 






of Whul-Wind 
sales action 




DE 5-1600 

*5:30PM-10 : 00AM 



T. R. Effic! 

Special Awards Announced! 
to the man who shot his 
sweetheart when she told him 
she ate her breakfast with 

Wheeling wtrf-tv 

to the originator of "We're putting all our 
begs in one ask it " 

wtrf-tv Wheeling 

nors "Bottleneck" Bridgeport, Ohio, for the 
David & Goliath, one small one and you're 
stoned; and the Alcatraz, big shot'on-the- 

Wheeling wtrf-tv 

housewife in Tibet. Smelling something burn- 
ing, she rushed into the kitchen crying, "Oh 
my baking yak!" 

wtrf-tv Wheeling 

MERCHANDISING AWARD to wtrf-tv's Kirk 
Jackson for giving alert advertisers the chan- 
nel 7 come 1 1 point sales-booster merchan- 
dising plan. 

Wheeling wtrf-tv 

UNIQUE GIFT AWARD goes to the maker of 
a musical garbage can . . . lift the lid and 
it plays "Nobody Knows the Rubble I've 

wtrf-tv Wheeling 

BEST FIGURE AWARD goes to the 7.50O retail 
outlets in the Wheeling Market for ringing up 
$1,725,286,000 in sales annually. That s some 
figure! Ask George P. Hollingbery to tell you 
stacks up around here. 










^tCt,t^^ u " h . 

. . — 

Mr. JO. Worth 

K '' rrV rMtv. Oklahoma 

Oklahoma CWy» 

.i. • +hP letterhead , 

Dear k VLv you r ecogn " e vill last month 
prohably y o , ell0 „ship hall i 

a-SS-- C °S- . t . es . 

and the times of sunr ^ ^ y0 urs, / 

rfMp E(?/ 

' ATU "f »ANG£ 


H '9>>: 9? fo 95 



le or 

ln 'he f 

an y rain 


70 fo 



lrrn of sho 

° n y camp, 

s. N 

lot en 


le son 

'9 ° r ofh/ef 

curs U will be 
<■ light 
° u 9h f 


'« ocr; 




-o, 7: 4 ;r-^ AM 

'■•44 PM 


L °«S Df stance c 

H m""' t0 R " 

Haf °I<iN.s mi u' 



Requests like this are not unusual 
in the KWTV Weather Department. 

Oklahomans in all walks . . . pilots, fanners and ranchers, business- 
men, building contractors, sportmen and wash-line worriers . . . look 
to KWTV for reliable weather facts. 

In addition to interpreting and reporting Oklahoma's universal con- 
versation-piece . . . weather . . . KWTV's Chief Meteorologist A I 
Worth is in constant demand as a civic speaker. Here is reflected 
the vital importance of weather in Oklahoma, and the popularity 
of KWTV's 6 daily weathercasts. 

Oklahoma's Weather Eye- 



Tik TOWER ivM SAtfS/>wm i* OkM^Mtf 

EDGAR T. BELL, General Manager JACK DeLIER, Sales Manager 



n .j an run 1961 

Sponsor backstage {Continued from page 9) 

attractive facts, Carina and Reed decided it wasn't enough. The) 
decided thai what the cit) needed was a dramatic and honesl doc- 

utnentan to show exactly what happened tt> a town which went in 
the undemocratic, fanatical direction, which some otherwise perfect- 
ly respectable cili/.ens of New Orleans seemed to lie inclined to go. 

So the) sent a reporter and a lensman into the land of Faubus, 
more commonl) known as Little Rock, Arkansas. The reporter was 
a gentleman named Bud Dancy, a native of Kittle Rock. Dane) im- 
terviewed segregationists and integrationists in bis home town. He 
talked with the school hoard superintendent and the principal of 
Central High School, where you'll recall so much of the sickening 
resistance to integration in Little Rock took place. Hut most dra- 
matic and impressive of all. he talked to the people of Little Hock, 
the man and the woman on the street. 

Dancy's stor) on him had a simple, easy-to-understand moral, 
('ailed Crisis in Our Time it showed that Little Hock's fanatic, prej- 
udiced, violent resistance to the laws of the land in the matter of 
integration in the school had accomplished several thing-: 

l 1 I Little Hock had suffered a serious loss in population, and a 
loss of the type of citizen a town can ill afford to lose; 

(2) Little Hock had suffered an even more meaningful loss in 
industry and in payrolls; 

l 3 i Little Hock had suffered one of the most severe let-downs in 
general business and prosperity since the worst days of the Depres- 

i I I Integration in Little Hocks schools was an accomplished fact, 
in spite of the efforts of its more prejudiced citizens to forestall it 
\ia violence. The message came over the New Orlean- television 
home screen clear and sharp: You cannot fighl integration with mob 

A handsome payoff 

The show commanded immediate and vociferous attention. With- 
in 18 hours after it had been run more than 100 phone calls were 
received hy WWL. Some, of course, were from segregationists who 
threatened to boycott, if not blow up the station. Hut the great ma- 
jority were from New Orleans citizens praising the show. 

Perhaps the greatest praise came from the editor of the New Or- 
leans Times-Picayune, which with its evening counterpart, the States- 
Item, has a monopol) on the newspaper business in the town. The 
T-P, and the S-I are normally bitter competitors of the local broad 
casters. Hut after Crisis in Our Time, the T-P editor carried a piece 
raving about the effectiveness of the show and asking that it be re- 

Within a few da\s after the show ran. a group of prominent busi- 
nessmen and other citizens in the town paid for an ad in the Times- 
Picayune pleading for an end to the anti-integration demonstrations 
and for support of the New Orleans School Board and the law of 
the land. 

\\ \\ I . did repeat the show, and on the da) of the rerun, the 
Times-Picayune carried a two-column box on page one. announcing 
that the show would be carried again. This certainl) is a prime 
example of the increasing!) brave, socially aware attitude of our 
broadcasters as well as our advertisers and agencies. May it continue 
through a happy, ever more enlightened 1961. ^ 


9 JAM ARY 1961 

Itu Christian Churdj 

Kr. Al Worth 

Oklahoma City, Oklahoma 

Deaz Al: 

Thank you very much for your accurate 
weather predictions during our Junior high 
cam? at Texoraa the week of July 18-23. 

I was in Oklahoma City Friday of last 
week and came by the station to see you, but 
you had just entered a staff confere.Tce. 

The next time you look at the camera, 
know that an ardent fan is watching you 
from Chandler. 

Sincerely yours, 


Rev. Harold N. Smith 


Weather-conscious Oklahoma viewers 
have come to depend <>n the accuracy 
of KWlVs completel) equipped 
weather station, and tin' interpre- 
tive talents of k\\TV- professional 
meteorologists M W orth and Raj 
Booker, These t«" experienced weath- 
ercasters draw tlnir information from: 

§KW rVs own on-camera radar 

4 \ facsimile weather map machine. 

\ hatterx of high-speed weather 

QAn on-camera Bendix trie/ instru- 
ment panel which automatical!} 
registers outside weather condi- 

kll 11 ' $ modern meteorological 
equipment, plus the interpretive 
skills of two professional meteor- 
ologists make kll II "Okla- 
homa's 11 eather Eye." 

nted by 

-:mal Station Represrntatiie 






o a 

w x 



tommy aniiKouinee 

(ill) iLlilKLUi 



iL lb 






WOR-TV lias acquired a tele\ isiou exhibition 
license* from Seven \rts Associated Corp. for 
Warner's "Films of the Fifties" — fort) of Holly- 
wood's finest feature motion pictures: all post- 
N50, twenty-six in color! 

The purchase was made at an all-time high price 
of more than one million dollars. 

WOR-TV, the nation's #1 movie station, has 
added these outstanding films in keeping with its 
continuing policy of programming the best in 
motion pictures! 

To millions of New York TV viewers this historic 
acquisition represents a new high in motion 
picture entertainment. To advertisers, it repre- 
sents a new peak in quality, audience-building 


An RKO General Station 

Omiu'iI and Operated by 

<ko (.,„, In,-. 

■ it 
The Gene ral I ire .\ Rubber Co. 






Here are just a few of the great "Films of the Fifties* 


rHE HIGH \M> nil MIGHTY— WS4 m cou» THE BIC TREES— 1952 in color 


TEA FOR TWO— 1950 in color 






THE CRIMSON PIRATE— 1952 in color 


SPRINGFIELD RIFLE— 1952 in color 


A STAR IS BORN— 1955 in color 


want 1o get 
that budget 
off your 

just call 

ABC Television in San Antonio . . 

the Greatest Unduplicated live 

Coverage in South Texas! 

Represented by 

I I 


Time buyers 
at work 

Peter R. Scott of Foote, Cone & Belding, New York, feels that of 
the "countless radio/tv presentations media people attend, the most 
useful have been those offering a concise market picture. Too often 
we are inundated by station men explaining in too broad generalities 
how fine an operation they represent. This often is nothing more 
than well intended 'puffery.' On 
the other hand, presentations I've 
found most useful are those geared 
to give a good view of the charac- 
teristics of the market area in- 
\ olved. These often describe new 
business and industry develop- 
ment, socio-economic factors, and 
useful geographical information 
affecting media coverage. These 
market statistics can contribute 
greatly to planning our advertising 
campaigns with optimum efficiency. 
Geographical information as well as promotion data concerning 
other media may bring to light possible additional areas offering 
test market potential that might have otherwise been overlooked. 
This, of course, is not to say that specific station information is of 
less importance. Station men have long been extreme!) helpful in 
keeping us up to date on new developments in their operations. 

Janet Murphy of Gumbinner Advertising, New York, addresses 
herself to the problem of product protection. '"No medium outside 
of the broadcast field has ever attempted to guarantee separation of 
competitive advertising, and tv is now suffering from this holdover 
from radio's earl) days,"' she points out. "With the great desirabil- 

it\ of the 7 to 11 p.m. period, net- 
works have been forced to take 
competitive advertisers' orders and 
schedule them virtually back-to- 
back. In addition, with so many 
advertisers buying what amounts 
to spot participations on the net- 
work, avoiding competitive con- 
flicts for a straight spot operation 
is increasingly difficult. An adver- 
tiser can and Erequentl) d >es buj 
scattered participations over a 

period of a few months. Adver- 
tisers and agen. ies must. I believe, set up new criteria for their 
guidance in running spot schedules next to programs which nor- 
mal!) provide good adjacencies for a particular product categor) in 
light of this highlv competitive problem existing on the networks. 

\ group of reps, buyers, and station people ought to work on it." 


9 JANUARY ]')(>! 

Ihe walls 


tumbling do 








A number of publications were in the field 
(and had been for some time) when SPONSOR 
first opened its doors in 1946. All of them 
covered the broadcast industry, yet, strange- 
ly, not a single one concerned itself exclu- 
sively with the problems of the client— The 
man who pays the bills. We decided this was 
an area worthy of a business periodical. 

Everyone liked the concept of a brightly 
written, practical, interpretative publication 
for the decision makers in the broadcast in- 
dustry. But who would be found willing to 
educate his competitor? Who was going to 
give "The Enemy" honest facts or figures— 
or even worse— ideas? Could Any book knock 
down these granite walls of secrecy? 

The answer to that is an established fact 
today. In its 15th year, SPONSOR is one of 
the big names in American business journal- 
ism. Practically every door is open to its staff. 

How much we have contributed to the crum- 
bling of advertising's walls of Jericho is, of 
course, for you to judge. But the hush hush 
tradition is gone and SPONSOR, who pio- 
neered and fought for the open industry con- 
cept, sincerely believes that the dissemina- 
tion of information has benefited all. 

As we enter 1961 we find an even greater 
need for the kind of information SPONSOR 
provides. The need to move goods and even 
more important, the need for free exchange 
of ideas to stimulate the mind of man every- 
where, was never more vital than it is right 
now. No one knows this better than the 
"SPONSOR" who is doing business in America 
and all over the world. 




every industry has its walls of Jericho . . . 

While the walls of industry secrecy come tumbling down, the rising tide of trade 
periodicals has created a new wall. There's a wall of resistance against 
the host of books that vie for the busy executive's reading time. 
He can't read them all. He picks and chooses. A conscientious editor sees the signs, 
reappraises the niche he fills, bends his thoughts on but how to fill it 
better because here lies not alone leadership but sheer survival. 

SPONSOR long ago recognized these cardinal facts 

(1) Every reader is busy (2) Every reader is selective (3) Every reader 

gravitates to one/or two "keep posted" books (4) Victory in the battle for readership 

goes to the trade publication that best pinpoints its targets, that best 

establishes a community of interest with its specialized readers, 

that best provides maximum benefits for minimum invested time. 

The specialized busy readers whom we serve are first the time-buyer, 

second the agency account executive and broadcast-interested ad manager, and third 

all others at both agency and sponsor levels who are in any 

way concerned with broadcast advertising. 

SPONSOR is not all things to all people. It is no buckshot publication. It is specific 
in its goals. Its pinpointed objective is to bring to its readers information 
of vital interest week after week that may help in the formulation of better decisions 
wherever TV or radio buying are involved. 

The editorial law at SPONSOR is, "Every story, department, and item must be written 

to benefit the man who foots the bills." Sometimes this is done indirectly, 

as when we delve into station public service. But the benefit to the buyer is always there. 

In 1961, you'll find more stories on agency media department reorganization, 

buying problems such as excessive paper work and ratings, the shifting 

sands of station ownership, broadcast failures as well as successes, Washington doings 

from a dollars-and-cents point of view, the changing role of the 

time buyer, his relationship with the national rep. There will be more emphasis on the 

news behind the news. You'll find each issue a reflection and 

interpretation of the industry's activities and problems that a 

broadcast decision maker must read to really keep posted. 

With the claims and counter claims made for every competitive magazine, one 

thought emerges. All books are good — for somebody. SPONSOR (in the 

opinion of every independent reading survey made) happens to be good for broadcast 

buyers. No other book does the same job. That's why practically 

everybody involved in the purchase of time reads SPONSOR. 

If you want to reach these people in 1961, you'll find absolutely 

no readership wall when it comes to SPONSOR. 




News with emphasis on local and regional events. News in depth 
where news occurs. News with reach across 36 Kentucky and a lull 50 
Tennessee counties, plus the northern rim of Alabama and a slice of 
Illinois. Way ahead with all the news that's fit to see. That's WLAC-TY. 
winner of 4 out of 5 top area news awards in the past 4 years. 

Way ahead with news feeds to the network, too. ^B of course. 

the "way" station to tke cmtml 

Ask any hat: man — he'll show You the way! 

I south 

Robert M Reuschle, General 5al< Manage! 

T. B. Baker, Jr. r v . ulive \ ii e Presidenl and General Manager 

Most significant tv and radio 

news of the a rek uith i rit rr pi elation 

in depth for busy readers 


9 JANUARY 1961 

Copyriiht 1961 



You might list these as some of the issues, trends and evolving developments 
that might give advertising, and broadcast media in particidar, some concern dur- 
ing 1961: 

• In the marketing area the giant packagers of consumer goods will substantially 
narrow their premium, two-f or and other gimmicks and concentrate on promoting sales 
more through improved or new products. They've discovered that these gimmicks have result- 
ed in merely swapping customers. The switch in emphasis will bring advertising more 

• The tendency of national sales managers to keep in personal touch with shifting re- 
gional competitive situations and to tailor their media strategy accordingly will work 
strongly in favor of spot and also make it incumbent upon both the station and the rep 
to keep in mutual touch on likely prospects for business. 

• Marketing directors and ad managers will, in view of the unsettled economy, not only urge 
that media billings exceed sales indices but that a greater effort be made to imprint 
the corporate identity on the selling of brands. On either side it will be to tv's favor. 

• The reduction of tv network option time by FCC fiat may cause this pinch for at least one 
network: pressure for an increase of station compensation for that extra half hour. 

• Tv stations will find it more imperative than ever to simplify their rate cards, primarily 
because they've become too confusing for the younger timebuyers. 

• Lots of tv stations will hold intramural debate over the propriety or necessity of increas- 
ing rates, especially because of mounting operating costs. 

• The rep field will be faced with a flurry of competitive pressures resulting on one hand 
from the station groups setting up their own national offices and, on the other, from 
the negative views held by some stations in the larger markets on the magnitude of a rep's list. 
However, the economics of the rep business, as several of their leaders have pointed out from 
time to time, has made the ample list a sound premise and they have taken effective steps 
to put the handling of their list on a streamlined and efficient basis. 

Midwest agencies took the spotlight the past week in the way of new and re- 
newed national spot radio business. 

The standout event : Cream of Wheat's (BBDO Minneapolis) extending for 8-10 weeks. 

Other activity: GM's Harrison Radiator (D. P. Brother) flights for auto air condi- 
tioners in 75 southern markets; Hess & Clark (K-VP-D Milwaukee), extending schedules 
in midwest and south; Northwest Airlines (Campbell-Mithun Minneapolis), schedules for 
first half of 1961. 

In New York Duffy -Mott (SSCB) bought early morning strips for five weeks. 

It will probably turn out that many a tv station operator, especially in the top 
markets, went off — and pleasurably so — in his forecast of this month's national 
spot billings: in other words, it's much better than he'd expected. 

The buying and availability calls have been pretty brisk since the middle of December. 

The past week's action on that score in the New York sector included Folger 
Coffee (C&W) ; Sal Hepatica (Y&R) ; Duffy-Mott's AM and PM (SSCB) ; Swansdown i Y&B I ; 
Peter Paul (D-F-S), heavying up on I.D.'s and minutes; Pepto-Bismol (B&B). 

Chicago and other midwest goings-on included Maybelline (Gordon Best I : Interna- 
tional Shoe (Krupnick, St. Louis) ; Lever's Swan Liquid (NL&B) ; Continental Airlines (JWT). 
initial entry into spot, using I.D.'s in L.A., Denver. Kansas City and Chicago: Wilson 
Sporting Goods (Roche, Rickerd & Geary), participations in golf shows in west coast 


9 JANUARY 1961 



SPONSOR-SCOPE continued 

Look for American Motor's Rambler to cut loose with a substantial spot tv campaign 
in early March. 

The schedules, as usual, will come through Geyer. 

George Boiling's purchase of Headley-Reed not only came as a distinct surprise to the rep 
field but triggered this speculation: could this be the beginning of a trend? 

To some observers it seems that consolidation from here on out may become the an- 
swer for a number of the smaller reps. 

(For details of Boiling development see NEWSMAKER OF THE WEEK, page 8.) 

Apparently Burnett has found out that it can get equally good, if not better, 
tv spots in Chicago than in New York. 

In any event, the agency is moving its small New York media buying operation, headed 
by Ken Eddy, back to Chicago after a year of it. 

Bosco (Donahue & Coe) has found a holiday kid special so successful that it's 
repeating the stunt Easter Day and may even make it a perennial undertaking. 

The special: a two- to three-hour block of moppet programs, composed of cartoons, 
action films and local personalities, aired on Christmas Day in five markets. 

What tickled the account as much as the viewer and trade response was the way the sta- 
tions promoted the event in the local prints and on the air. 

Quaker (JWT) will be testing a couple mixes this month via tv in Cleveland and 
Columbus for a start and later Detroit. 

The products: an applecake under the Aunt Jemima label and a corncake. 

It's becoming more and more evident that the pickup in set usage for tv this 
season is almost entirely due to what's happening with daytime, particularly in the 
morning. Possible reason : a wider choice of programing. 

Broadly speaking, nighttime tune-in is about holding its own, but look what's happened to 
the daytime hour-by-hour usage in November as compared to the count for the same 
month in 1959: 

TIME span 1960 1959 

8-9 a.m. 13.6 10.2 

9-10 a.m. 15.5 12.1 

10-11 a.m. 17.4 14.7 

11-noon 20.5 18.8 

Noon-1 p.m. 24.2 21.9 

1-2 p.m. 23.1 20.2 

2-3 p.m. 20.1 18.4 

3-4 p.m. 20.8 18.7 

4-5 p.m. 25.9 23.4 

SOURCE: Nielsen. Monday through Friday, average homes per minute. 
Note: Late evening fringe time also showed up to an advantage. 

Chicago reps figure they've got this bit of cheer to look forward to in '61 : the 
Standard Oil of Indiana business being bought in that city. 

The account recently joined D'Arcy, Chicago, and what makes the outlook triply happy 
for the Chicago reps is that buys for the two subsidiaries of Indiana, American Oil and 
Utah Oil will likewise come through that D'Arcy office. 


SPONSOR-SCOPE continued 

The comptrollers of the larger agencies are expressing bitterness over what 
they term the sloppy way that the tv networks negotiated the paper-work areas of the 
new commercial contract with the talent unions. 

The angle that burns them up most is a penalty clause which places no limit on the 
time in which a performer can bring a claim against an agency or client. 

Under the penalty setup if payment is not made within 10 days of the commercial job the 
performer is entitled to a dollar a clay for each day of delinquency. But there's noth- 
ing said in this clause as to when the performer is required to call the agency's at- 
tention to the fact that something must have happened to the mechanics of compensation. 

One of the largest agencies in tv figures that because of this situation it will have to add 
at least 10 people in the bookkeeping and treasurer's department to guard against 
an inordinate amount of penalties. 

According to Nielsen's calculation for October, the average cost-per-1,000 for 
nighttime network tv (time plus program) is running materially over the 1959-60 

ABC TV thinks that what has tended to pad the margin is this: the 1960 time costs are 
based on the card rate for the winter 39 weeks and not on the year-around rate, 

used for the 1959 figures. The difference, notes ABC, would be about 10% of the time figure, 

or about 5% less on the over-all CPM. 

In any event, here's the cost-per-1,000 estimated for the four-week period ending 22 


network 1960 1959 

ABC TV $4.25 $3.89 

CBS TV 4.31 3.75 

NBC TV 4.58 4.66 

Average 4.38 4.09 

Network tv snagged another spot perennial — Minnesota Mining's Scotch Brite 
(BBDO) — right on the heels of NBC TV's weaning away of Gold Seal from the 

Scotch Brite will spend somewhat over $100,000 for ABC daytime in the spring. The 
$600,000 appropriated by Gold Seal, via Campbell-Mithun, for daytime has an implication 
which merits some meditation by the sellers of spot. 

Under the deal with NBC Cold Seal reserves the right to take a summer hiatus 
and come back in the fall of '61 without jeopardizing its annual discount. All that 
it can lose is the added summer discount. 

Only three tv network nighttime shows made the top 10 in all three adult age 
classifications as reported for December by TvQ, the service that measures pro- 
gram enthusiasm. The trio: Wagon Train, Real McCoys and Gunsmoke. 

Here are the 10 that got the highest TvQ scores in these age groups: 


18-34 YEARS 





Wagon Train 




Red Skelton 


Andy Griffith 






Real McCoys 


Hawaiian Eye 


The Flintstones 



35-49 YEARS 



Wagon Train 


Perry Mason 






Candid Camera 


Red Skelton 




Real McCoys 




Andy Griffith 







Pern' Mason 


Wagon Train 


Ernie Ford 


Got a Secret 


Real McCoys 


Tell Truth 




Price Is Right 





t ^— Jst^ 

SPONSOR-SCOPE continued 

The network radio asking price for the Patterson- Johannson annual tourna- 
ment keeps moving up: ABC has put it at $370,000 gross for an advertiser who 
would sponsor the Miami 13 March meet exclusively. 

The cost breaks down this way: $345,000 gross for the rights and $25,000 for 

time, announcers and production. Half -sponsorship package price: $187,000. 

The price set by ABC Radio for the 1960 bout between the two was $330,000, with the 
hookup involving 454 stations. Audience in-and out-of -homes : 61 million. 

A bit of kudos extended to the TvB: Bristol-Myers will borrow the Progress of 
Discontent presentation from TvB and put it on for its own people at a meeting in Holly- 
wood Beach 18 January. 

P&G has bought the ARB coverage study plus retabulation of the data as suits 
its needs, with Grey assigned to coordinate these activities among the nine P&G agencies. 

So far five of the nine P&G agencies are subscribers to the ARB coverage service, 
namely, Y&R, Burnett, D-F-S, Gardner and Honig Cooper. 

Put down 1961 as the year in which the agency media veteran with a print- 
oriented background will find himsetf desperately crowded by the young feUow 
who's been schooled the past five to 10 years in broadcast media analysis and plan- 

The problem of moving these comparative youngsters over the heads of the veter- 
an print men into key spots is getting progressively acute for the larger agencies. 

They figure that the fact air media often looms so overwhelming in the client's budget 
makes it imperative that the broadcast-grounded man be placed in a position where he can 
talk directly to the client about the best way to spend his media money. 

Puzzling to reps is this situation: the farther their offices are located from New 
York the more inclined are their salesmen to face a demand for bonus spots and ex- 
cessive merchandising aids as a condition for a schedule. 

It could be, the reps reason, that the same agencies in dealing with stations in the same 
hometown have been able to use this come-on more or less effectively. 

According to an analysis made last month by a drug-todetries agency, 58% of 
that field's sales are to be had in the first 25 tv markets, which, incidentaUy, were 
measured in terms of county-by-county unduplicated coverage. 

As calculated by the agency, these 25 markets account for a weekly circulation of 26,605,- 
000 gross sets, 25,156,000 unduplicated sets, or about 54% of all U.S. sets. 

SPONSOR-SCOPE doesn't want to stir up an inter-city argument but it can't 
help but caU attention to a theory of superiority that some timebuyers in Chicago, 
Minneapolis, St. Louis and other places are touting versus New York. 

Their thesis: Buyers away from New York do a better job for their clients be- 
cause, since their budgets aren't as large, they scrutinize each buy more carefully and 
function in terms of pinpointed maximum effectiveness instead of tonnage. 

They also point out there's a growing trend among them toward bringing in the rep 
(particularly radio) when planning a campaign; like revealing what the campaign ob- 
jectives are and asking, "how can we best accomplish our goals?" 

For other new. coverage in thi. i.eue: see Newsmaker of the Week page 8; 
Spot Buys, page 46; News and Idea Wrap-Up, page 52; Washington Week, page 55; SPONSOR 
Hears, page 58; Tv and Radio Newsmakers, page 64; and Film Scope, page 56. 



9 JANUARY 1961 






**4 :;- 









49th and 

Address please 

In the 19 September 1960, issue of 
SPONSOR, the "News and Ideas 
Wrap-up" section, you carried an 
item concerning an organization, 
Broadcast Promotions, which offers 
a service of radio promotion ideas 
via monthly subscriptions. 

As we are anxious to obtain more 
information about this service, I 
would be grateful if you could supply 
me with their address or, failing that, 
pass on our request to Broadcast 

J. M. Fowler 


The Advertiser Bdcstg. Network 

Adelaide, S. Australia 

• Inf ormation from Broadcast Promotion 
Asfln. may be obtained I>y writing the organiza- 
tion's editor-in-chief Paul Woodland, WGAL, 
WGAL-TV, Lancaster, Pa. 

More cause for spot 

Your "Sponsor-Scope" item of 26 De- 
cember 1960, relative to Pall Mall 
replacing Camel as the No. 1 brand. 
coincidentally arrived at mv desk at 
the very moment as the results of an 
18-county Brand Preference Stud) 
involving cigarette usage. 

Thus, in this area of 1,900,000 peo- 
ple who make up 38% of the sun- 
shine state's population. I beg to ad- 
vise that R. J. Reynolds' Winston is 
actually in No. 1 position. Just goes 
to show that individual area condi- 
tions are quite often at variance with 
national figures, again a pretty solid 
reason for buying spot radio. 

G. Max Kimbrel 



Cypress Gardens, Fla. 

WAVE -TV viewers have 
28.8% more HEAVY BEARDS 

— and they buy 28.8% more of your (or 
your competitors 9 ) shaving products, too! 

I hat's because WAVE-TV has 28.8% more 
viewers, from sign-on to sign-off, in any 
average week. Source: N.S.I., Dec. l ( *t>(). 



NBC SPOT SALES, National Representatives 

Bob Hurleigh: newsmaker 
It was surprising to note in the 26 
December issue of sponsor, that you 
did not include Mutual in general, and 
Bob Hurleigh in particular, as one of 
the outstanding radio stories of 1960. 

The stories you used were all news- 
worthy and deserve to be high- 

But — didn't vou overlook one of 
the most dramatic stories of 1960. 
and one of the most inspiring stories 
of one man's fight to save a network? 

As a member of Bob Hurleigh's 
team, I am. of course, a little preju- 
diced, but I think the comeback from 
virtual bankruptcy through reorgan- 
ization under Messrs. McCarthv-Fer- 
guson. and our subsequent acquisi- 
tion b\ 3M, is the comeback story of 
the vear! 

Charles Godw in 

Mutual Bdcstg. System, Inc. 


• Wc agree. And we're looking forward to 
re news from Mutual in 1961. 

Farm Radio 

We read with interest, in the 12 De- 
cember issue, a report on the top 86 
spot radio campaigns in 1%0. Among 
them was one of our clients. Interna- 
tional Harvester Co. We think this 
rating is great, but we hardlv think 
that it should be credited to McCann- 
Erickson, since we handle the Farm 
Equipment Division's radio schedule. 
You may be familiar with the 
rather unique farm radio programing 
on a national basis which our radio 
farm director. l)i\ Harper, has de- 
veloped over the la>t five \ears. Our 
basic philosoph) is that radio pro- 
vides a vital service to farmer-. 
bringing the news, weather, markets, 
and other information essential to the 
operation of their business. Going 
further, we feel that farmers prefer 
to depend primaril) for this service 
information on an established radio 
personalit) in each market area who 
has their confidence and. frequently 
a personal acquaintance. This, of 
course, is the radio farm director on 
each station. 

1 thought \ ou mighl be interested in 
a little of the background which has 
helped to qualif) the Harvester Ra- 
dio >|ioi program among the top !!(>. 
Donald McGuiness 
i .p.. Farm Group Supvsr. 
lubrey, rinla\. Warley & 

Hodgson, Inc. 

2 1 


9 JANUARY 19(>] 








/ to 10 W rents each 

10 to 50 30 i zents each 

50 to UNI 23 cents each 

WO to 500 20 rents each 

.')<)<) or more 15 cents each 

To Readers' Sen ice. SPONSOR, 40 E. 49th Street. \. Y. 17 

Please send me the following: 


\ [ME 


No matter how you 
look at it, WBTY 
dominates competi- 
tion for the 36th 
consecutive rating 

Slice it ; stretch it, squeeze it . . . turn it, throw it, twist it . . . WBTV is THE station in the 
Charlotte television market. Latest :: survey gives WBTV overwhelming dominance in every 
time period, with 62.7% overall share, 23 out of the top 25 shows, a whopping 79°o of 
quarter-hour wins! 

Get the whole picture . . . call CBS Television Spot Sales. 

^ARB, Nov., 1960 Total Area 




SPONSOR • '' .1 \M Vrn 1%1 


9 JANUARY 1361 








Calorie control rivals study leader's web tv debut— Churchill's 
memoirs: Metrecal's success could trigger their shift to video 

^% baby industr) thai is growing so 
fast it keeps running out of measur- 
ing tape is looking to ils big i>i\ 
months old) brother this week as be 
takes liis first plunge into sponsorship 
of a network, show, with some sur- 
prising ropy approaches. 

The industry is calorie control, fast 
approaching the $200 million retail 
sales mark. Big brother is Metrecal 
which, after a "special" last week, has 
taken over weekl) sponsorship of 
\BC's Winston Churchill series. The 
I alianl ) ears. The commercials are 
an unorthodox soft-sell attempt to 
find a tv technique right for a fast- 
selling, hut medically-oriented, bell- 
wether product. 

Metrecal's success among the ma- 

jor land the few remaining sole) 
sponsors of network l\ program- 
could change the advertising course 
of several of the other large calorie 
control brands now basically print 
advertisers, with some spot radio, 
spot t\ and a hare minimum (e.g. 
Minvitine) of network television 
and help them out of a maze of ques- 
tion marks, \mong the major prob- 
lems that need answers before t\ and 
radio get a bigger share of what. 1>\ 
1962, could he (25 million in ad 
tnone) : 

• We are not exactl) a drug prod- 
uct, not exact!) a food product. How. 

then, should we advertise'.'' 

• Uthough we have UV1A endorse- 
ment, some physicians frown on our 


9 JAN1 un 1961 

weight-reducing method. How. then. 
■ an we advertise withoul raising then 


• How can we disassociate our- 
selves from the myriad private labels 

more than 75 ahead) i that ma) not 
bave the nutritional values of out 
products, and that cosl less ? 

• ll we go all out in radio and t\. 
can we gel proper shelf spare in groc- 
eries and supermarkets, a- well as 
drugstores? \nd will our burgeon- 
ing -ales hint food -ale-.'.' 

To the ((notions about how to a<l- 
vertise, spokesmen of some of the ma- 
jor brands admit that the) arc wall h 
ing Metrecal's new program and its 
commercial concept ver) <lo>el\. 

Wander's Minvitine (Clinton E. 


'We are not exactly a food, not exactly a drug 
product. How, then, should we advertise?' 

Frank, Chicago), the recognized chal- 
lenger, is distributed nationally, pri- 
marily in grocery stores but with 
some drugstore outlets as well. It is 
using network tv (NBC's Garroway 
and Paai participations I ; previous tv 
experience has been gained with 
Wander's Ovaltine. 

Among the other big brands, Quak- 
er's Quota (JWT, Chicago), is dis- 
tributed in eight midvvestern mar- 
kets, and its introduction was backed 
bj a spot tv campaign on 14 stations 
(in Green Bay, LaCrosse, Fargo, 
Rockford, Minneapolis. Chicago, Du- 
luth, Milwaukee ) . Quaker has "plans 
for national distribution expansion," 
but nothing to announce at this time. 

Carnation Co.'s Carna-Cal 900 

(EWR&R, L.A.i. was introduced 
in its fresh milk and ice cream divi- 
sion's marketing area (22 markets) 
with a big boost from saturation ra- 
dio. The Los Angeles-based product 
wanted to reach women, because 
home delivery accounts for a great 
share of its sales. 

National Dairy's Sealtest 900 Cal 
Diet (Ayer, N.Y. ) , has used some ra- 
dio in the Philadelphia area, but so 
far has stayed principally with new s- 
papers, following Metrecal's early 
lead. Distribution is full in Seal- 
test's area (up to the Rockies), but 
there are problems with state and lo- 
cal regulatory bodies in the South. 
This is not uncommon. Other brands 
have met this problem in the Chicago 

area, as the government agencies de- 
cide whether the milk-based products 
are a food or a milk product. 

Metrecal, marketed bv the Edward 
Dalton Co., a newly created division 
of Mead Johnson & Co.. is hoping to 
answer its competitors' questions 
about tv and at the same time in- 
crease its share — now estimated at 
more than one-third — of the calorie 
control market. In their choice of a 
network vehicle and a "proper" com- 
mercial format for "a medically ori- 
ented product," Metrecal and Kenyon 
& Eckhardt poured much soul-search- 
ing (Metrecal's costs are an estimated 
$100,000 per show including time 
and talent), research, and a little bit 
of luck into their final decision. 

The problem for all the calorie con- 
trol products, they reasoned, was to 
reach an unusual, "a vital, a growth" 
market. "Metrecal is not a low -cal- 
orie food." explained k&E v. p. I. cm 

Metrecal copy solution: not product ads, yet not institutional 

KENYON & ECKHARDT has produced two types of commercials for Metrecal: one tied-in with Churchill's thesis, 'We 
must be ever alert to preserve our freedom'; the other explaining the weight problem and the need for medical super- 
vision with merely a suggestion that Metrecal 'may be' a solution. On set are (I to r) Filmways director Ben Gradis, 
star Martyn Greene, a.e. Lou Nicholaus, tv production supsrvisor Bill Gargan. Admen are dressed for N. Y. blizzard 

SI'ONSOH • ') .1 \m vr\ 1961 

How the chief competition advertises 

MINVITINE, the only other national brand, ties in closely with 
Wander's better-known Ovaltine on web tv— primarily NBC's Paar 
and Garroway shows. Minvitine makes a frank product pitch but 
is careful to emphasize importance of a physician's approval 

QUOTA is distributed in eight midwestern markets, and its intro- 
duction by Quaker was backed by a spot tv campaign on 14 sta- 
tions. Quaker has plans for national distribution, probably within 
the year, amid industry rumors of a contemplated name change 

CARNA-CAL 900 was introduced in Carnation's fresh milk-ice 
cream division's marketing area (22 West Coast, Southwest and 
Midwest markets) with a boost from saturation radio. L.A. -based 
product relies on home delivery, sought to reach housewives by air 

SEALTEST 900 CAL Diet has used some radio in Philadelphia area, 
but has stayed principally with print, following Metrecal's early 
lead. Distribution is full in normal area (to the Rockies), but 
slowed in South due to indecision by local regulatory agencies 

Nicholaus, the account executive. "A 

half-pound can contains a full clay s 
food for an adult t 22i calories to an 
eight-ounce sen ing I . 

"The concept is measured calories 
according to individual needs. It is 
very important that the public 
understand that the dieting should he 
done under the supervision of a phy- 
sician, that each person should use it 
differently with his approval. This is 
a new concept in weight control." 

What the Edward Dalton people 
looked for was a method of using 
broadcast media while maintaining 
a technique of communication right 
for a medically-oriented product." 
(Although the WIVs Clinical Con- 
vention in Washington last month 
gave the major calorie control brands 
its support, there is a faction that 
frowns upon this type of weight con- 
Itrol. i I he\ wanted reach, frequency, 
and coverage, hul also a distinctive 
type of advertising that would he ac- 
ceptable to physicians and "distinc- 
tive as the product."" Vnd the) wanted 
a distinctive t\ pe of show. 

Here K&E fell into some luck. Its 
programing department had been ex- 
amining tv properties "in the liuht of 
what the sponsor had to say," as one 

executive put it. "In this case, cosl 
efficiency was not the primar) prob- 
lem. We needed the proper vehicle: 
great programing like Maverich 
wouldn't do for us. We al-o wanted 
exclusive sponsorship, which i- rare 
these days. We wanted a program 
which would. b) its nature, appeal to 
the thinking segment of the viewing 

"We arc working on what is essen- 
tiall) a chain reaction," be continued. 
"\\ ord of mouth built Metrecal. Our 
best ad has been ". . . so my doctoi 
put me on Metrecal. and . . .' We 
hope in our tv use to move influen- 
tial thought leaders." 

When The J alianl Years was rec- 
ommended, said Lou Nicholaus, "we 
said "that's it." It most exact!) met 
our requirements: top caliber pro- 
graming, a true qualit) of subject and 
a show with inherent interest to the 
thinking segment of the population." 

But then the problems really be- 
gan, he recalled. In print, Metrecal's 
format had been a long block of ex- 
planator) copy. "The basic decision 
to use television invoked converting 
the restraint and dignit) of the print 
campaign to another medium.'" How 
were the\ to do this? Vnd how could 

the) a\ oid disti ai lin.^ "i even insult- 
ing an intelligent audieni <■ wat< hing 
\\ inston ( Ihurchill's memoii - '. 

The final solution : two basii i\ pes 
of commercial, one t\ |»- i losel) tied- 
in w ith Churchill's thesis thai "il 
happen again it we are not alei t t" 
ihr dangers to our freedom, and an- 
other type thai explains the weight 
pi oblem and the need foi medii .il 
supervision with merel) > suggestion 
thai Metrecal "ma) I"- a solution. 

"This i- nol product advertising 
and tlii^ i- not institutional advertis- 
ing, Nicholaus contended. " I In 
weight problem is approached medi- 
cally, not cosmeticall) ; the othei mes- 
sages arc not 'plant lour-.' but a re- 
iteration of Churchill's warning that, 
in our commercials' words, "we bold 
our freedom b) extending il . . . and 

Home delivery brand 
goes heavy for radio 


9 JANl \RY 1%1 

EWR&R used saturation radio for two weeks 
during Carna-Cal 900"s introduction. James 
Fish (above), the a.e., credits local person- 
alities with transposing loyalty to an unknown 
product. Fish called coverage immense' 

1>\ desen ing it everj da) . 

Now K&E had to find a spokesman. 
It needed an established actor with 
the ability and reputation to mesh with 
the ability and reputation of what it 
hoped was the public image of Mead, 
Johnson, of what it knew was the 
public image of Winston Churchill, 
and someone who would be compati- 
ble with the talents of the series' nar- 
rators, Garv Merrill and Richard 

"We think we have made a unique 
choice," said Nicholaus. "the distin- 
guished actor and Gilbert & Sullivan 
star, Martyn Greene. We think his 
commercials will he the talk of the tv 
industry before long. 

They are already, at least, being 
talked of within the calorie control 
industry. As a top official of one of 
the leading competitors said, "We 
were all in front of our sets New 
Year's night, and will be for several 
Sunday nights to come. You can bet 
we're interested in how they do with 
their new spots." 

On the West Coast, another com- 
petitor will certainly be watching. 
Carnation's Carna-Cal 900 has from 
the beginning relied to a great extent 
on spot and local radio, but is biding 
its time about television. 

EWR&R account executive James 
Fish told sponsor that the senior air 
medium has been very important in 
Carna-Cal 900's introduction because 
the product relies to a great extent on 
home delivery, and radio reaches the 
housewife who does the ordering. 
EWR&R used saturation radio for 
two weeks during the products intro- 
duction last month. 60-second live 
spots split between traffic times and 
other daytime hours on Wednesdays, 
Thursdays, and Fridays. 

"We chose radio for a major role 
in Carna-Cal's introduction because 
<>f the immense coverage and impres- 
sions immediately possible at a low 
cost-per-1000," according to Fish. 
Personal endorsement bv air person- 
alities was also employed "to trans- 
pose lo\ alt) to our new product. 

"In the case of station K\ I. Seattle, 
we were able to take advantage of an 
audience promotion thai had a write- 
in of more than 200,000 entries this 
In a market of l(>.'5.OO0 families." 

i ii nation's heai j advertising has 
I Please turn /«< page 17 > 


THE MEN behind K&E's analysis of syndicated film for a major client are Marvin Antonow- 
sky (I), v.p. and associate media director, and James S. Bealle, v.p. and tv radio director 


^ Kenyon & Eckhardt reports to a leading national tv 
client on non-network use of syndicated film programs 

^ K&E projects film syndication coverage and costs 
(1) nationally, (2) as holster for the top 11 markets 

I he coverage and cost of syndica- 
tion compare favorabl) with other 
national media plans. 

Syndication is the most efncienl waj 
lo correct the frequenc) weakness of 

network t\ in those 11 markets with 

lour or more channels. 

rhese were the conclusions of a 
special stud) prepared bj Kenyon X 
Eckhardl for a majoi t\ client and 

now made public for the first time. 

The presentation done under the 
supervision of associate media direc- 
tors. p. Marvin \ntonowsk\ and 
radio l\ director-V.p. James S. Bealle 

also served as an up-to-date primer 
of syndication essentials. 

The Kenyon & Eckhardl study, '" \n 
Evaluation of Syndicated Television 
Films as \dvertisins Media." had 


<) JANUAR1 1«)(»1 

three deliberate purposes: 

• To examine and define the posi- 
tion of sj ndicated films in toda) 9 
iclc\ ision spectrum. 

• To evaluate the performance and 
efficiency of syndicated films in the 
light of their potential .1- a national 
and local advertising vehicle. 

• To determine whal place syndi- 
cated films might occupy in a media 
plan and how best they might be used. 

Syndication to begin with wa- de- 
fined as the local placement of pro- 
gram scries mostlj half-hour, usu- 
ally new l>ui sometimes reruns of 
network series which offer program- 
imbedded commercials, merchandis- 
ing, and star tie-in promotion. 

Either the station or the advertiser 
ma\ be the prime mo\er behind a 
show. Show- ma\ be purchased two 
ways: one. by the station directly 
placed in a time period selected In- 
die station and sold wholly or on a 
participating basis to an advertiser; 
or, two, by the advertiser — to he 
placed by him in a specific group of 
markets in time periods also negoti- 
ated by the advertiser. 

What about the ease, the K&K study 
asked, of the advertiser placing a 

syndicated series himself on network- 
affiliated stations? He has two choii es 
of time: non-network houi b, or mai 
ginal network hours (local option 

time 1 . 'The lime period that the ad- 
vertisei can bu\ exercised a strong 
influence over the size of hi- poten- 
tial audience lor syndicated films, 
stated K&E. This premise I'd to two 
conclusions on where the best time 
periods for family-appeal programs 
Could he found: first, marginal net- 
work hours, at 7:30 or 10:30 p.m. in 
the Eastern /one and 6:30 or 9:30 

p.m. in the Central 'lime /one. and 
second, adjacent non-network hours, 
al 7 p.m. in the East and 10 
p.m. in the mid-1 . S. In addition, in 
small or medium-sized markets, ex- 
cellent time franchises could he se- 
emed mi network affiliates in prime 
network hours, "virtuallj assuring the 
advertiser of better-than-average rat- 

(Sets-m-use lor marginal network 
time- at 7:30 or lit:.!!) p.m. — aver- 
aged 10 to l.Vr below network 
time, and earh evening network time 
averaged 22'. lower. According to 
Nielsen sets-in-use figures, network 
time — o through 10:30 p.m. — aver- 

aged 58' - . • :30 p.m. avers 

10:30 p.m. w.i- !'»' I and 7 p.m. wa- 


\i;dien. <• . omposition of time open 
io -\ ndication closer) paralleled thai 
of nearln network time, heavy in 
adult- late in the evening ami spread 
out among the famil] in the earl) 
evening. However, before 7:30 p.m. 
there was a b>'< drop in adults. 

\\ hat about -\ ndi( ation ratings ' 
Uthough programs available \ai\ 
from -ea-on to Beason and their rat- 
ings performance fluctuates from 
market to market, the top 10 b) ndi- 
cated shows at an) time have a na- 
tional rating of approximately 1 i or 
1!!. a generalization based on \RB 

and \iel-en report-. 

K&E estimated program cost- in 

the top 100 markets at $33,000 to 
s.'-? 7.0(H) foi anew first -run syndicated 
film. The best of the off-network re 
runs equaled this cost, but others 
were less expensive. 

How should syndicated film- be 
evaluated? What is their position in 1 
t\ media plan? To answer thi si 
questions, K&E examined syndicated 
series' audience reach, frequency, 
cost, and programatic value, and 

Syndication's cost advantage in noted impressions 

Schedule A 

Schedule B 

Marginal time 
network show 

75-market spot campaign 
Class "AA" Late night 

t-week cost (000's) 






\o. of commercials 






Estimated rating: 
% (overage area 






Estimated rating: 
c 'f I . S. fr homes 






Honi4>s reached per CO mm' I 
minute (000's) 






' i Voting 






\oted impressions (000' 






(losts per comm'l minute 







(osts-per-1 .000 lutmes reached 
per comm'l minute 






(osls-per-1 .000 noted impres- 

li.iit program embeddi I: ball Don program embedded 






' M.1MM, ]|!l (li 

Above, K&E compared coverage and cost of two syndication plans, marginal network programing, prime and 
late night spots. Syndication was found just as efficient as other media when shows, time were well-picked 

. .. " 


9 jani un 1961 


(aim 1 1 1 > with these seven touchstones: 
\: 1. The intrinsic quality of the 
time periods available. 

B: The intrinsic quality of pro- 
gram, including : 

2. Estimated reach of the audience 
— once and cumulative! \ . 

3. Audience composition. 

I. Whence duplication with oth- 
er programs. 

5. Estimated cost-per-1,000 com- 
mercial impressions. 

6. Evaluation of the qualitative re- 
inforcement of the program upon the 

7. Evaluation of the audience dur- 
ability of the program to estimate its 
program life. 

K&E then applied its criterion to 
two syndication applications: (1) na- 
tional use, and (2) local or selected 
market use. Projections of costs and 
efficiencj were made for several types 
of application. 

Following the premise that "mini- 
mal standards of audience potential 
must pertain to selection of time peri- 

ods." K&E outlined two tvpes of na- 
tional schedules. In both cases 75 
markets embracing about 80% of 
U. S. tv homes were covered in an 
alternate week (major minor) pat- 
tern providing six commercial min- 
utes every four weeks. 

In schedule "A" a program was 
placed in one of the three best time 
periods open to syndication in each 

In schedule "B" a lesser but still 
above average time period was se- 

Circulation costs of both schedules 
were found to be competitive with 
other media such as marginal net- 
work programing and late night spot. 

For six commercials in four weeks, 
the total costs and the CPM's were 
projected as follows: Schedule "A" 
was $168,000 at $3.62 CPM; Sched- 
ule "B" was $152,000 at $4.29 CPM; 
marginal time network programing 
was $186,000 at $4.21 CPM. In ad- 
dition. 75 market spot campaigns in 
Class "AA" were $176,000 at $2.76 

CPM i eight commercials i . and in 
late night were $170,000 at s: 3 ,.36 120 
commercials I . 

Coverage of the two syndicated 
schedules, reaching 40 to 45 % of 
U. S. tv homes in four weeks, com- 
pared favorably with the three other 
media plans. Late night spots and 
marginal network programing reached 
about 40 f 1 : prime time spots 
reached 50%. The projection was 
based on the same number of com- 
mercials per four weeks and the same 
costs as above. 

But when the CPM's of the con- 
scious (noted* impressions were com- 
pared, prime time spot television was 
shown to be considerablv more ex- 
pensive than the rest. Ranked in or- 
der of increasing cost, the five plans 
were: Schedule "A." $5.44: marginal 
network programing .$6.31 : Schedule 
"B." $6.43; late night spots. $6.69, 
and Class "AA" spots. $8.31. 

Nationallv. K&E concluded, "syn- 
dicated films — properly selected, and 
i Please tarn to page 49) 

|lllllllllllllllll!!llllllllllllllllllllllll!!llll!!llllllllllllllllllllllllllll!lllllllll!llllllllll |||||||||||pj 

Syndication solves network's big market frequency problem 

Schedule A 

Schedule B 

Prime time 

Marginal time 

l\o. of comm'ls in 4 weeks 





4-week coverage 





Average frequency 





Network pins local 4 week coverage 
(Network only: 92.7) 





Network plus local average frequency 
(Network only: 6.5) 





Gross no. of rating points (cov. X freq.) 





Homes in coverage area (OOO's) 





Gross household circ. (OOO's) 





% Moling 





Noted household circ. (000\s) 





l-week cost (OOO's) 





Cost-per-1,000 noted impressions 





Here K&E asked how to solve the frequency lag problem in 11 markets with four or more channels. Syndi- 
cation was more efficient than any form of spot in delivering noted impressions in these problem markets 


iiLi ii , in; ; ..: ii 



9 JANUARY 1961 

How animal health brand blends large and small market coverage 

'INTERLOCKING' RADIO STRATEGY combining umbrella stations (large dots) with smaller market outlets (small dots) 
is device used by Henri, Hurst & McDonald for introduction of Super Iron Plus, a Myzon product for swine. White 
area inside gray area is duplicated coverage of the umbrella stations. Myzon is expanding its animal health line 

Farm radio's drug spending is up 

* Animal health industry may replace farm machinery, 
hyhrid corn as top-ranking ad category in the medium 

* Hess & Clark and Myzon Laos are among the smaller 
firms invading field with skillful farm radio usage 

T( llll \(,() 
he rapidl) expanding animal 
health industry which includes pro- 
prietary drugs and drug feed addi- 
tives and is estimated a- a $250 mil- 
lion business in I960 ma\ soon 
overtake farm machinery and hybrid 
com a- the lop ranking client cate- 
gor) in farm radii. 

The industry's thumping sales in- 
creases i -ales were $150 million in 
1954, $200 million in L958) are part- 

l\ due to the national -hift toward 
farm specialization. The farmer, 
along with his c itv cousin, has he- 
come not onl\ a specialist, but a farm- 

businessman as well, operating his 
farm bj the same theor) governing 
man) businesses: shortei lines mean 
Longer profits. I he modern livestock 
producer is practicall) a veterinarian 
and. hence, alert to current animal 
drug developments. 

\nimal health researi h. a major 
factor in Livestock productivity, has 
created main new commodities. Such 
i stablished w onder drug giants as 
Pfizer's lerratmcin and American 
( \ anamid - Vureomj cin i \ olution- 
ized animal < are. Now th \ are up 
against -till competition from -mailer 
hut rapidl) growing companies whose 

new product- and carefull) calculated 
marketing strategies are invading the 
m shrooming held. 

Some "I the most skilfull) planned 
competition comes from two firms, 
each with similai product entries, but 
using unique media-marketing tech- 
niques to i:aiii farmer act eptai 
The) are Ih— & (lark (a division of 
Richards m ■ Merrill, Inc. fo] merl) 
\ ick ( Ihemical • . Vshland, < >.. and 
\l\ /on Laboi atoi ies, < ihicago. 

lies- & (lark conducts two separate 
promotional - advertising campaigns 
through it- Milwaukee-based agency, 
Klau\ an Pietersora-Dunlap, In.-. One 
i- for the animal health division 
which markets packaged products di- 
I) to th ■ farmei \ ia feed stores 
and other farm suppl) outlet-, for 
treatment and | revention of poultry 
and livestock disease. 

I he feed pi . ducts di\ i-i in -ell-. 

nitrofuran drug additive- to manu- 
fai tureis of poultrv aim\ Livestoi k 


9 JANUARY 1901 


Admen active in boom of animal drugs 


^^f^L^. "^» - 



Hk >" -» MKtt 

l K M 

Hol " "^fl 

' , -^^ 

[A > _> 

k ^ 

|f .> 1^-- /" 


MAJOR PROMOTIONAL EFFORT of Hess & Clark is for nf- 1 80, poultry feed additive. 
Checking merchandising material are (I to r) Keith Ballantyne, assistant feed products manaqer, 
H&C; E. E. Cooper, v. p. and a e at K-VP-D; Jack James, feed products ad manager, also H&C 

NEW PRODUCT LINE of Myzon is examined by (I to r) Lee Random, audio-video director, 
Henri, Hurst & McDonald; John Hartigan, Keystone Broadcasting System; Dr. Thomas H. Vaughn, 
president of Myzon; Michael Gray, Myzon ad manager. Myzon is Richardson-Merrill subsidiary 

feed. Of this -roup, nf-180, (trade 
name for the active drug furazoli- 
done i is the big item. H&C and its 
agenc) have devoted their major pro- 
motional efforts to nf-180 as a laving 
feed additive to improve egg produc- 
lion and over-all flock performance, 
and as a swine feed additive in the 
ration to protect baby pigs from 
certain specific diseases. 

Myzon Laboratories, a 10-year-old 
firm, purchased last year by indus- 
trialist Elisha Gray, hoard chairman 
of RCA-Whirlpool, originally manu- 
factured water soluble feed additives, 
chiefly for poultry. Under Gray's 
leadership and the direction of its Chi- 
cago agency, Henri. Hurst & McDon- 
ald. Inc.. the company has under- 
gone vigorous product diversification. 
In less than a year Myzon has intro- 
duced 23 separate animal health 
products, plus 13 feed additives. 

Indicative of the over-all industrv. 
the two companies share common 
marketing problems which thev find 
are eased when spot radio is used as 
the keystone of specific, regional ad- 
vertising campaigns. 

Some of their reasons are fairly 
obvious, such as radio's flexibility in 
hitting pinpointed target areas, and 
the opportunity for fast copy changes 
as local agricultural conditions de- 
mand. But more subtle, and perhaps 
mosl important, is the farm service 
angle which is accomplished through 
the radio farm directors. 

Support of the farm directors en- 
ables the advertiser to project a good 
total image, and their help is invalu- 
able in launching new products and 
explaining their use. Since both com- 
panies deal in expensive commodities. 
product education is imperative. As 
both companies attest, product mer- 
chandising support provided by ra- 
dio stations is another essential in 
their over-all marketing efforts. 

In lies- & Clark's media-marketing 
planning, and in it- selection and al- 
location of budget dollars, radio is 
carefull) coordinated with print to 

achieve overall effectiveness in pro- 
moting nf-180 according to E. E. 
Cooper, v.p. Klau-Van Pietersom- 
Dunlap, and H&C account executive. 

From a survey conducted last year, 
H&C learned that radio listeners did 
not fullv understand the term nf-180. 

So this year, for the firs! time, H&C 



9 JANUARY 1961 

experimented with a radio jingle to 
accomplish the product education job. 
The chief cop) point in the jingle, Bel 
to a Dixieland beat, 18 "keep poultr) 
problems down . . . keep egg produc- 
tion up . . . with nf-180 in their 


The strateg) used in station selec- 
tion for jingle scheduling was to pro- 

\ ide intense radio coverage of the 

majoi poultr) areas in the Midwesl 
and the Carolinas. \ total oi Id sta- 
tions were used in the Midwest, from 
\elnaska through Ohio, affording a 
coverage pattern u herein practically 
all poultry farmers in the LO-State 
area were able to receive one or more 
II\C stations. \n additional five sta- 
tions were bought to covet North and 
South Carolina. 

Three versions of the jingle were 
used — 30- 20- and 10-seconds — aired 
between (> and 7 a.m.. and again be- 
tween noon and 1 p.m., in or adjacent 
to farm programs, news, weather, and 
market reports. On most of the sta- 
tion lineup, the jingle is carried 
twice each day, five or six days week- 
ly. Schedules begin prior to poultr] 
feed buying seasons, in mid-August 
for 10 weeks, and again in winter and 
spring for 15 weeks, beginning in 
Januarv . 

\ separate radio campaign for nf- 
180 swine usage involves one-minute 
transcribed talk spots, but H&C is 
planning a jingle for this. too. in the 
next campaign. 

SPONSOR estimates H&Cs total an- 
nual radio expenditure at around 
1300,000 for I960, with approximate- 
ly $160,000 devoted t<> the feed prod- 
ucts division, ami $1 10,000 to animal 

To aid the poultry farmer's pro- 
duction. H&C conducts two special 
public service promotions, tied in 
with point-of-sale merchandising. \ 
new type of Mock invenlorv chart has 
been prepared by H&C — a mean- for 
farmers to record their progress in 
improving flock performance. These 
are available to farmers in retail out- 
let- where nf-180 products are sold. 
As a follow-up to the MM i full per- 
formance index) campaign. H&C i- 
starting an FPI recognition awards 
program to name outstanding "Flock 
Managers of the Year" in each state. 

The critical testimony to H&C s 
i Please turn to page 17 i 

HORROR, in all its naked detail, was captured on film by KMTV newsman Leigh Wilson, who 
rushed to fatal car crash scene, despite his personal reaction, stayed to photograph wreckage 



9 JANUARY 1901 

I he photograph above is oidv one 

of man) such "shockers" captured on 
film, and making the rounds of Oma- 
ha schools and civic groups today. 
Originallv telecast over KM I V. the 

400-plus feet of exclusive film, shot 
at the scene of Omaha's worst traffic 

accident, is continuing to drive home 
a message with the -peed and power 

of a rocket-propelled missile. \\ bat 
make- KMTV's film of the accident 

so unusual is ii> somewhat unprece- 
dented -hock value plus the fact that 
its first run was completely unedited. 
Here, in brief, arc the events behind 
the stor) : 

In the earlj hours of a Saturday 
morning some two month- ago. a car 
carrying six teenagers and traveling 
at the rate of 70 miles per bom . went 
out of control and crashed into a tree. 
KMTV newsman Leigh Wilson, who 
was monitoring police calls at the 
time, heard the ambulance call and 
hurriedl) Bet out to the scene of the 


He arrived at the same time as the 

rescue squad, set up portable frie/e 

lights, and prepared to photograph 
the rescue operation. There was no 

rescue. Five of the passengers had 
been killed in the crash, tin- -ixth died 

short!) afterward in the hospital. 

( h ercoming the urge to run from 

the nightmarish scene of man-led 

bodies and -mashed steel. \\ ilson lei 
bis camera roll, catching everything 

in clear, -harp detail. Later he turned 

the film over to hi- station's new- de- 
partment. I heir problem: What to do 
with it? Most of Saturda) was spent 
debating over whether or not to air 
such a brutallv stark event before the 

vii hour before the 6 p.m. news* asl 
the station decided i" -how the film. 

There was no time for editing. Pre- 
ceded bv an alert to the audience, 
cautioning members of the victim-' 

families, their friend-, the verv voiinu 

and tin- vciv delicate not to watch, the 
film wa- shown in ii- entirety. News- 
caster Hill Talbol explained also that 
the showing wa- not an attempt to ,-x- 
ploil the traged) bv accenting its 
morbidity, but that it wa- the sta- 
tion's hope it might be an object les- 
-on to other- '"that the -i\ might not 
have died in vain." 

i Please turn to page 19) 



^ Kasco finds radio's coverage and economical frequency ideal to reach the 
diffuse market. It gets hefty merchandising boost in 26-market, 51-station push 

MERCHANDISING reports from radio stations in the Kasco campaign get a going-over by the Donahue & Coe media team. Marc Ivey, account 
supervisor, is standee. Seated (I to r): timebuyer Harry Durando, media mgr. Gordan Vanderwarker, Gerry Arthur v. p. in charge of media 

I his \<-ai . -pot radios share of the 
Kasco ilo» food advertising budget 
i- expei ted to liii 50' - . compared to 
20^5 lasl year. Reason: parent Corn 
Products and agency Donahue & Coe 
are might) pleased about the job the 
medium did in the regional product * 
September-December di ive. 

"\\ e'i e aftei adults in the one oul 
■ I foui families thai ow n dogs, and 
spol radio - pei feci for us," states 
Vlarc Ivey, senioi account supen isoi 
in D&( - gro< ei ) products <li\ ision. 
"Radio provides us the frequency 
we nerd, u ithin out budget, and of- 


fers effective coverage of outlying 
areas, where a large percentage ol our 
sales occur. And radio- Nexihilit\ 
permits us to tailor local efforts to 
meet local problems." 

Adds media v.p. Gerr) Vrthur, ra- 
dio's on-air effectiveness is ol fore- 
most importance, but the medium 
also is extn rael) bclplul as a "strong 
local entity," which can be a vital 
trade element. "Radio can add [on- 
gevitj to a campaign, both before 
and after the actual period of the 
spots. Through its merchandising 
techniqui s. i adio heightens the im- 

pact of the commercials, and makes 
the product salesman s job that much 

The burgeoning pet food industry 
engulfed the $V£> billion mark in 
1959, reaching $506,250,000 accord- 
ing to the annual Food Topics con- 
sume] spending study, ["his is 1.2'i 
ahead of the 1958 total of $485,620,- 
000, which in turn was 8.6' above 
the figure for L957, the survey -bows. 

I'oi its 13-week campaign in 2(> 
markets, Kasco went all-out for mer- 
chandising extras, or "sales activa- 
tors," to use DM terminolog) . I tan 5 


9 .1 \\r\KY ]%1 

Durando, timebuyer ■ merchandising 
specialist at the agencj discussed at 
length with sales reps of radio sta- 
tions in Kasco's distribution area 
what merchandising Bupport could be 
made available for the client's cam- 
paign. Durando put special empha- 
sis mi contests revolving around dogs 
because ol the additional on-air pro- 
motion, point-of-sale and print pub- 
licit) such contests bring to the client. 

Not all of ilic 51 stations bought on 
behalf ol Kasco came up with mer- 
chandising. Some were included on 
sheer weight ol undeniable top rat- 
ings which the advertiser could not 
ignore, because of its need [or broad 
reach. But most of them did offer 
extras, and about 2> agreed to the 
sought-after contests. 

When D&C presented its list of sta- 
tions and their proposed merchandis- 
ing support to Com Products, the cli- 
ent was dubious that the stations 
would do that much for Kasco. but 
gave the go-ahead. The Corn Prod- 
ucts sales force was notified of the up- 
coming radio drive, and one repre- 
sentative for each Kasco selling area 
was assigned to work with the sta- 
tions on putting oxer the merchandis- 
ing program. 

While it's too soon to tell exactly 
how main stations came through with 
the merchandising as proposed, re- 
ports are in from a large number who 
have done so. The client has ex- 
pressed great satisfaction at the per- 
formance, and I\e\ has been ap- 
proached by representatives of the 
client's other products who want to 
know more about spot radio's "ex- 
tras" in terms of their own respec- 
tive bailiwicks. 

D&C places great importance on 
the stations' reports as to their mer- 
chandising performance. The feeling 
is that too often there is much talk 
about merchandising hut it is for- 
gotten due to the rush of day-to-dav 
responsibilities. "We review careful- 
ly the station reports, and since this 
usual!) is our only means of knowing 
what was clone, the station which 
merchandises and doesn't take the 
trouble to tell us about it. is not in a 
good selling position when we organ- 
ize our next campaign," says \ithur. 

Housewives, who do most of the 
hu\ ing, were the prime target of Kas- 
co's radio spots, hut the man of the 

house often -how- an interest in thea I -i botti to tne client and them- 

dog - diet, so hi- eai also was sought Belves, who also gained publicity from 
Therefore Kasco -pn. id ii- -pot- the contests. 

which averaged 30 pei week, all min- The "Texas Quadrangle" stations 
utes throughout the broadcast day.provide a vivid illustration id how 
Hie campaign covered the New Eng- radio gave Kasco plent) of extra 
land -late-, western New York, Penn- mileage l"i it- money. Ea< h of them 


£ \T». a 

Kasco gains 
extra impact 
from contests 

EXTRA MILEAGE, in the form of merchandising 

support, was donated to Kasco In a large number of stations 
in its lineup. Probably the most effective boosl \\a> in the 
form oi dog-oriented contests, of which there were 25. Shown 
above is the winner of a "Pooped Pooch*' contest run l>\ 
KM /. Houston. Standing behind Russell Rebel of Pipper- 
kirk. the bedraggled canine, are his owners, Mr. and Mr-. 
H. B. Edgar (center), who are flanked by (loin Product- 
personnel W. F. Gill (1) and G. J. Stapleton. From the 
contests Kasco gained additional on-air mention at no extra 
cost, plus newspaper publicity. The stations supplied 
all prize> except the product, furnished by Corn Product-.. 

lllillllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll llllllllllllllllllllllllilllllllll 

sylvania, Oklahoma, and Texa- 

\ci ording to agencj calculation-, 
the campaign delivered 1.000 adult 
impressions at a cost ol 63 cents. 
"\\ ith radio the \\a\ we buy it. there 
i- virtually no waste circulation di- 
rected al children. " point- out hex . 
The (I'M homes i- estimated at S1.02. 
Number of radio homes covered: 
7,900,000, or 15.893 ofU. S. coverage. 
Stations were supplied with e.t.'s ol 
60- and 30-second duration. This 
gave them the option to run the 30 
and add live copj describing the con- 
test, or to utilize the 60 and talk 
about the contest in separate -pots at 
no additional cost to Kasco. Many 
stations chose the latter approach, as 

ran a "Pooped I' :h" contest where- 
in listeners were urged to submit pic- 
tures of their dogs looking tired, and 
the one judged the most bedraggled 
was the winner. Prizes, -mil as a 
weekend at near-h\ resorts plus plush 
kennel accommodations for the top 
w inner canine, were supplied bj the 
stations. Whenever the product Was 
included a- a prize, Corn Produi i- 
furnished it. 

Coordinator of the contests, which 
were heavil) promoted on the air and 
received broad newspaper coverage, 
wa- Karl Fletcher, manager <>f KV •!.. 
Ft. Worth. Other stations participat- 
ing: KBOX, Dallas; KONO, San \n- 
tonio: k\l /. Houston. ^ 


9 JANUARY 1961 



^ Wallace Drew, Coty Inc.'s alert marketing v. p., 
brings extensive tv and radio background to his job 

^ He sees stepped-up tv and spot radio campaigns 
for Coty's high-styled French perfume-cosmetic lines 


hen Wally Drew joined Coty, 
Int.. French-owned perfume and toi- 
letries firm in 1959. as vice president 
and marketing director, he brought 
with him over 20 years' experience in 
all phases of radio/tv advertising and 
programing as well as product dis- 
tribution. Since he has been with 
Coty, he has seen sales rise to nearly 
two times what they had been over 
the past year and a half. 

Drew is constantly on the lookout 
for sharp promotions. While talking 
l<i SPONSOR about perfumed inserts in 
department store bills, he thought of 
offering perfumed enclosures through 
spot tv commercials, made note of it, 
and probably got underway with the 
project before sponsor's reporter was 

down the elevator of the Coty build- 
ing, 55th St., near 10th Ave., N.Y.C. 

Coty, and its president Philip 
Courtney, are "tv-oriented," Drew 
was quick to point out. "We are al- 
ways looking for new ways to exploit 
broadcast media." he said. 

At present, Drew is working up 
some promotion ideas for tv. similar 
to ones he has seen successfully pro- 
duced in most of the nation's top 
newspapers. With the introduction of 
the Emeraude line of Coty fragrances, 
Drew and his advertising department, 
worked out print promotions with de- 
partment stores, through which most 
of Coty's distribution and sales are 
handled, whereby several other manu- 
facturers would share full-page ads 

with Coty. In most cases, the accom- 
panying advertisers were gloves, jew- 
elry, and other women's accessories 
that may be purchased on the main 
floors of "prestige" department stores. 

Drew would like to inaugurate a 
similar type campaign through tv. 
with the department stores acting as 
springboards, in coordinating other 
small-budget "high-priced item" ad- 
vertisers to share 30- or 60-second 

In discussing cosmetics and toilet- 
ries high advertising/sales ratio, in 
terms of Coty products. Drew made 
the following comments: 

"Those big cosmetic firms that do 
their business volume through depart- 
ment stores work on a somewhat dif- 
ferent a/s basis than the popular 
juiced lines which are sold through 
supermarkets and drugstores. The 
finer companies are stuck with the ex- 
pense of paying demonstration fees in 
department stores, and this eats up a 
big chunk of the advertising dollar." 

Coty spends about 60% of its $2 
million ad budget in tv, mostly in 
spot. This year, however, it is 
sinking a good portion of the tv budg- 
et in ABC TV daytime participations. 

The Coty girl is now extinct. Dur- 
ing the last few vears. through BBDO, 
Coty's commercials have been de- 
signed to sell the product, rather than 

COTY's marketing v. p. Wally 
Drew (far right) examines the 
package for Coty's new high- 
priced L'Or perfume ($60 the 
ounce) on his recent trip to Paris. 
With him are (l-r) Fernand Tour- 
tois, dir. of research-development, 
Coty, U.S.A., M. Roubert, per- 
fumer, Coty, Paris, Marcel Pin- 
teau, dir. technique, Coty, Paris 

lean to institutional advertising, said 
Drew. There have been stylized com- 
mercials, soft musical backgrounds, 
and identifications with prett} girls, 

such as e\-\li-- \merica Lee \nn 

Meriweather. "The net result was to 
build a new image ol Coty as a \ oong. 
aggressive company, and we've had 
substantial sales increases," said 

Coty lias expanded its distribution 
in drug and department stores ovei 
tin- |uist year. "We don't want to 
compete with less expensive lines, so 
we're steering clear of dime stores 
and supermarkets," said Drew. 

I iir« recently made a unique trip 

for a marketing director. He accom- 
panied BBDO's associate media di- 
rector I'd Koehler on a timebuying 
trip "to a number of cities where 
CotJ business is below potential. 
Here Drew was able to draw on the 
experience of his first advertising job, 

on the Penn Tobacco account at Ruth- 
raulT & Ryan, Chicago, where he made 
numerous marketing field trips, ac- 
quainting himself with station per- 
sonnel, market characteristics and 
distribution techniques. In main ol 
the markets he and Koehler visited, 
thev bought short spot tv (lights of 
up to 44)0-500 rating points, "es- 
tablishing a chief dominance for a 
period," he told SPONSOR. 

"I happen to like spot tv because 
of its flexibility." said Drew. "Willi 
spot you can go in heavy and cut 
back if need be. you can tailor your 
advertising to your objectives, some- 
thing you can't do with network." 
said Drew. 

He was quick to compliment the 
networks, however, on their new par- 
ticipation buying formulas. "Until 
they did this, networks were open to 
complaints of smaller advertisers. 
They wouldn't recognize anyone with 
an under $5 million budget. If an ad- 
vertiser had multi-products, he would 
gel over-committed and lose flexibil- 
ity .' he said. 

Coty uses spot radio, but to a les- 
-i'i extent. "Spot radio is definitelv 
an area which we ought to explore," 
Drew said. 

It was here that he got a bit nos- 
talgic about "the old day s" and the 
beginnings of his career. 

""I wish t\ toda\ were as effective as 

Tv ads help create 
high-fashion image 

As Wally Drew points out. Coty wants to 
promote a high-style image through its tv 
commercials and print and in-store displays. 
Drew would like to tie in fine ladies' accessory 
products with Coty cosmetics in tv spots au- 
thorized by prestige department stores in 
various markets, as has been done in print. 
Coty's commercials now feature beautiful 
women, soft-music, a strong accent on luxury 

radio was 25 years ago in creating en- 
thusiasm, said Drew . 

I he first 10 \ car- 01 50 "I I hew '- 
extensive advertising career were con- 
centrated heavily in radio advertis- 
ing. When he joined Hutli i aufT Si 
Ryan in 1937 on the Penn Tobacco 
Co. account, he not only boughl pro- 
grams and markets, but also wrote 

Between 1937 and 1941, Drew 
claims he visited every town in the 
U.S.. meeting station managers, news 
announcers and personalities, "from 
these four years, I picked up a beauti- 
ful picture of radio and the effect of 
advertising in selling merchandising 
and distribution." he said. 

\fier a five-year stint in the \rm\. 
a- an engineer officer in both the Eu- 
ropean and Pacific theater-. Drew be- 
came assistant advertising manager of 
Norwich Pharmacal Co. In February 
of 1948 he joined Bristol-Myers as 
assistant advertising manager, then 
became advertising manager and pro- 
duction manager on fpana, \ italis, 
Sal Hepatica and deodorants. He re- 
mained with Bristol-Myers until 1954 
and he worked on the Break the Bank 
radio and \\ quiz -how-. 

Drew claims Bristol-Myers was "in- 
spirational" to him from a standpoint 


9 JANUARY l')0l 

of business ethics. '"I would like to 
pay tribute to Bristol-Myers and Lee 
Bristol," he said. "They gave me an 
insight into how easy it is for an ethi 
cal company to keep a quiz show 

\t Bristol-Myers, Drew began to 
formulate his broadcast media phi- 
losophies. He sa\s of network: "Gen- 
erally companies with network can't 
afford to hypo certain market- with 
spot, but -ood network shows offei 
economies that you can't gel with 


He grew nostalgic when thinking ol 
network radio in the days when he 
was with Bristol-Myers, as compared 

with network l\ now. " \t that time a 
lop-notch network radio program was 
a round 81 million a year. Now net- 
work t\ show- run between Still. (10(1 

8100,000 a week," he said. 

In the summer of 1954 he joined 
Grey \d\. on the Mennen account. 
I nion Pharmaceuticals, Whitehall 
Pharmacal, and 5-Day deodorant pad-. 
I- nun there he went to < unningham & 
\\ alsh in L956 on Colgate, \\ atchmak- 
ii- ol Switzerland, American Cyana- 
inid and I'hai mai i .ill accounts. 

Many of these accounts had much 
-mailer budgets than Bristol-Myers 
i Please turn to page IS 


' JUL 

'EITHER END' is the Manger Hotels coffee version of NTA's 'Open End' panel show, which features David Susskind (simulated, second from left). 
The adult-level, taped spoof is designed to attract attention in the highly competitive New York coffee market to this heavily Colombian blend 

Can tv sell a new coffee in N.Y.? 

^ Manger Hotels brand is out to erack the market with 
air media drive heavy on ingenuity, novelty, ereativity 

^ Tv spots play with 'Open End' format, use off-heat 
projection method, tie in with ads for Colombian bean 

I his week, substituting ingenuit) 
f<n big money, Manger Hotels coffee 
sets (ml In win New Workers away 

li some 30 other brands already 

drenching thai market. 

\mong the components ol Man- 
gel - -i ratagem : 

• Vdult-level i\ spots taped \ La the 
off-beat "live-action-still" technique, 
utilizing a mock version of NTA's 
Open End panel show. 

• Participation in Open End 

(WNTA-T\ i which began yesterday 
(8 January), and in the Garrowa) 
-how iWNBC-TV) starting about 1 
Februarj . 

• The first large-scale lie-in with 
the million-dollar promotion that has 
been run on lielialf of Colombian cof- 
fee, which makes up a substantial 
percentage of the Manger blend. 

• Spot radio exposure, using t\ 
commercial sound hacks pari of the 
time, via \Y\KW and W CBS. lo 

start sometime around 1 February. 

■"\\ ere striking a blow against 
commercial tedium." says Adrian 
Price. Wexton account supervisor on 
Manger Hotels coffee. "In order to 
open up the single most competitive 
coffee market in the country, we felt 
we had to develop an unusual and 
noteworthj approach that would set 
our brand's advertising far ahead of 
the usual coffee commercials. 

T\ spols for Manger coffee, former- 
ly sold onlj in the 53-year-old chain - 
hotel-, revolve around a three-mem- 
ber "panel"" and ils Susskindesque 
moderator. The) are sealed in the 
familiar Open /'rid setting, around a 
coffee table well-stocked with coffee 
cups and jugs I but there- nol a cof- 
fee bean in sight I . The actor- ges- 
i Please turn lo page lo I 



9 JANUARY 1961 


^ Insurance company's annual 'Sing With Bing' buy, 
brings Yuletidings to listeners and goodwill to sponsor 

** Thanks for the melody 9 say thousands of listener 
letters from plaees in U.S., Canada, Alaska, ami Hawaii 

ww Inn the Insurance Co. "I North 
America firs! bought CBS Radio's 

Christina- I ve program, Sing nitlt 
Bing, -ix years ago, it was intended 
onl\ as a Yuletide greeting from the 
compan) to its policy holders and 
distributor agents. Instead, and 
quite without intent, the jumbo-sized 
Christina- salutation reverted itself 
into a working public relations 
stronghold for the sponsor. 

The program, it was soon dis- 
covered, filled with melodious good- 
will-to-all-mankind, had warmed the 
hearts of thousands of holiday-spir- 
ited folks in countless homes, auto- 
mobiles, in trucks making their \\a\ 
along WOrk-daj routes, and a variet) 
of business establishments, through- 
out the l. >.. Maska. Hawaii, and 
( .anada. 

The program, which is beamed out 
over 2i»> CBS stations with 56 CBC 

outlets, is picked up b\ the \ oice 01 

America, and the limed Forces Net- 
work, also. 

The result: a Hood of letters from 
listeners has washed oxer the insur- 
ance company's Philadelphia head- 
quarters and branch offices through- 
out the world, as well as the net- 
work and its affiliated station-, for 
main weeks after that first year, and 
for the ensuing years of sponsorship, 
to the just-past Christmas. 

The letters share a likemindedness 
in context: all sa\ "thank you' for 
the musical salute to Christmas. Most 
of the letters urge that the compan\ 

continue sponsorship of the pi ogram; 
mam go into detailed description of 
touching famiK scenes, listening to 
the program while decorating their 
Christmas tree. 

\ comment from a recent Listener s 
letter puts into words the feelii - 

general!) expressed: "the program is 
a big part of Christina- for our fam- 
ily, and. ""it- wonderful of you to 
sponsor it !" 

I he wisdom ol the Sing with Bing 
bin . placed l>\ the Philadelphia office 
of N. \\ . \\er for the past six years. 
has been proved l>\ repeated demon- 
stration of promotional-exploitation 
"pluses. \ml as for institutional 
advertising, the annual spectacular 
has turned out to be a top-prestige 

To the agents, the program consti- 
tutes a salute to their independence. 
It also provides the basis for full-- 
scale mailings of window display, 
poster, mail-insert and on-air spot an- 
nouncement material. In short, Sing 
with Bing i- a ven highlj merchan- 

dised piece of Institutional advertising. 
I he compan) itself, ii- field foi i e 
in the I . S. and the almosl 10,000 
employees overseas, go all out to pro- 
mote the broadcast. I he sponsoi 
place- ads in _'_' insurance trade pa- 
pers and prepares mailings to promo- 
tion men in the CBS radio I 
It also supplies it- agents with 
stickers, radio Bcripts, window dis- 
plays and newspapei matte-. \- an 

extra touch, all mail coming out ol 
IN \ during the pre-Christm is season, 

hear- a Special Sing uilli Huil; post 

I he in-ui anee compan) - commei 
cial message which reaches an esti- 
mated million and a half home- each 
yeai I according to a stud) made two 
years ago i . is strictl) soft-sell, based 
on compan) growth and background 
and a rundown ol the agency's wik 
ing system. 

From all indication-, budget per- 
mitting i and if listeners have a -a\ in 
the matter:, it'- likel) thai IN \ will 
continue along with this mode of 
spreading holida) cheer, and chalking 
up compan) goodw ill. w* 

INA's Christmas goodwill ambassador. Bing Crosby, whose 'Sing with Bing' program has been 
building sponsor-listener rapport for the past six years, is shown here with CBS' A. H. Hayes 


9 JANUARY l"l.) 


is the shape of 





The tremendous impact of the tape revolution on the 
creation, production and economics of TV is being 
felt increasingly in all areas — from network and spot 
commercials to dramatic shows and other program- 
ming, at both national and local levels. Here, on the 
next page, are some of the pleasantly surprising 
things you can expect when you turn to tape to shoot 
your next commercials . . . 


SPONSOR • 9 .1 \M "\KY 1961 


brings new quality and savings to your TV commercials! 

The picture "lives" on "SCOTCH" BRAND 
Video Tape . . . says to the viewer, "It's 

happening right now!"" Tin- extraordinary 
visual presence <>f video tape, it- real au- 
thenticity ul sounds, jinn ide a new dimen- 
sion i 'I believabilitv to commercial or show. 

Immediate playback in a mailer 
seconds t **1 1 - tin- producer, director, per 
formers, camera crew whether this lake 
is the one i" keep, in u hether a second wil 
add worthwhile values of lighting, focus 
pacing ami delivery. No processing wait 

Tape saves days because <>l the uninter- 
rupted work schedules it makes possible. 

^ iomplete assignments in less time, then 

go on h> tin- next without tin' distrai tion ol 
unfinished business. It belps schedule talent, 
studios, crew - efficiently. 

Fast editing i- a video tape feature. Its Special effects machines used in video tape Speeds up approvals. Clienl approval of 

amazing flexibility let- you make last- recording make possible an unlimited se- commercials can lie had the same da) taping 

minute changes. Sight or sound track- can lection ol elicit-. \\ ipes, match dissolves, i- made! \\ lien tape i- the medium, the men 

be erased and redone speedily. New scenes pixie and giant people, combination of ani- who make the client's decision can be on the 

can be inserted and complete rearrangement mated cartoons and live-action people, scene to give their approval when enthusiasm 

of elements effected at the lasl moment. zooms, supers — video tape does them all. i- high. No processing delay! 

"Si otch" lit; \M> Video Tape has 
ushered in a new T\ age! \lon^ with 
audible range and instrumentation 
tape-, ii was originated and pioneered 
h\ 3M. And it is through continuing 
and pioneering research that 3M i- 
known and recognized as world leader 
in the development, manufacture and 
distribution of quality magnetic tapes. 

Send for: "The Show is on Video Tape," 

a new booklet ol case studies on the taping ol network 
commercials, drama programs, and local "spectaculars." 
Enclose 25j! in coin to cover mailing and handling 
costs. Write 3M Co., Box 3500, St. Paul 6, Minnesota. 

M on II ■' ind the plaid d 
Export: 99 I'jrk v. . \. ■.. York I 03MCo. 

== ]\{lNHISOT> ^l«IN6 AND ^J* 



9 JAW \RY 1961 


With this year's tv business uncertain, SPONSOR ASKS: 

What are your predictions 

for tv in 1961? 

John W. Guider, president & gen. mgr., 
WMTW-TV, Mt. Washington, Me. 
Reappraisal and reorientation will 
be the themes for tv broadcasters in 
1961. Networks, individual stations, 
the NAB and the trade press will 

Business up 
modestly in 
spring, with 
new highs last 
four months of 

evaluate anew the relation of tv to 
the millions it serves, and licensees 
will evidence an unprecedented con- 
sciousness of their Public Service ob- 

Congress and the FCC will pause in 
their exploratative and investigative 
programs and will frame policies for 
a new era in the federal regulation of 
broadcasting. There will be a striking 
similarity between the obligations of 
the government and the voluntarj 
purposes of the industry. Sec. 315 
will not be repealed in 1961. 

Normal programing will be given 
more emphasis as against spot cover- 
age of special events. Immediacy 
of coverage will \ ield to more ordei l\ 
and better prepared coverage in depth. 
\ll networks will produce more satis- 
fying public affairs programs, par- 
tially because sponsors will show 
greater interest in supporting them. 

Pinched b) the profit squeeze be- 
tween increased costs and sales re- 
sistance t" higher prices, agencies will 
li\ to gel more for llieir dollar. Time 
buyers will be more insistent upon, 
and grateful for, relevant information 
about stations, and their audiences 
I nol onl) quantitath el) bul qualita- 
tivel) and l>\ economics, sex and age 
identification i . < rreatei recognition 
will l>e given t" television markets 
as the) exist in realit) . and less reli- 
e placed on metropolitan markets 
i aditionally defined l>\ the Bureau 
"i < lensus "i .1- ile\ eloped years ago 

by city newspapers for circulatory 

"Total Home Viewing" as directly 
researched will increase in impor- 
tance as the measuring standard for 
CPM instead of "Metro Ratings" 
which at best were only an imperfect 
means of estimating total homes view- 

Programs will show unusual im- 
provements in the fall schedules. Ad- 
vertising will be up modestly in the 
spring, will be off to an early fall 
start and will hit substantial new 
highs for the last four months I of the 
year). Educational tv will have its 
best year by a wide margin. 

Some critics will continue to scream 
about the failure of tv to meet its 
challenge, but millions of people will 
contentedly and quietly accept as a 
matter of casual fact the speedy and 
vivid news coverage, superior enter- 
tainment and the wide range of pro- 
grams for every taste upon which 
thev rel\ from dav to dav. 

W. Thomas Hamilton, general 

manager, WNDV Radio & Tl', 
South Bend-Elkhart, Ind. 
In keeping with our expanding 
economy (despite a first quarter busi- 
ness volume easement according to 
pundits and industry clairvoyants) 
and population, dollar volume foi 
television will increase in '61 ovei 
'60 l>\ approximately 7%. This 
i in reased volume will be credited 
to network and local sales — national 
spot nun tread water as the effects of 
the recent AFTRA and SAG agree- 
ment- make themselx es fell b\ wax of 

increased talent Fees lor spot com- 
mercials. \s a mallei of fact, spol 
looks like it max well have rough go- 
ing aughl between the squeeze oi 
higher talent costs on the one hand 
ami increasing competition fi "in net- 
work "flexibility" on the other. Me- 
dium-sized markets such as South 
Bend-Elkharl and -mailer ones will 
feel like a LO-high straight caughl be- 
tween a Ihi-h ami a full house. 

Despite over-all raised volume the 
strong profit ratios of '59 and '60 
will be harder to come by in '61 be- 
cause of rising wajzes; slightlv higher 
facilities costs; higher prices on fea- 
tures l post lifs and '50"s I and svndi- 
cates; and the need for upped local 
promotional activities with resultant 
expanded local promotion budgets. 
All these will work against fat profits. 

Now that all three networks are 
within rating decimals of each other, 
the competition for shows and spon- 
sor dollars will be at a white-heat in 
'61. This competition augurs well for 
the image of the industrv with both 
the public and Washington for it 
should bring forth some new and ex- 
citing programing in the fields of 

Medium and 
small markets 
will feel 

squeeze: higher 
station opera- 
tion costs 

entertainment and in documentaries, 
news and public affairs. 

There is a growing confidence 
among networks and stations that 
new r ideas and experimentation in 
programing should he given more ex- 
pression and exposure — with conse- 
quent increasing public and sponsor 
approval for '61. Much of this new 
attitude can he traced to tougher 
intramural competition. Network af- 
filiates in general have their fingers 
crossed that the networks, despite the 
heaviei competitive pressures of 1061 
will hold the line price-wise with 
agencies and advertise] s. 

Because of possible diminution of 
-pot revenue in '61 more persistent 
cultivation of local and regional ac- 
counts will he on the upgrade par- 
ticulai l\ in larger markets and at 

a ni' -t \ ig ii- pace in the medium- 

sized and -mall market-. 

\\ iih the big-brothet -is-watching 
psychosis prevalent in the communi- 



.1 VNUARY 1061 

caiicn- industry, station operatora in 
'61 m ill be more direct!) at the helm 
in guiding theii property's program 
tare and community acth itiea in a 
vein more consonant with that im- 
ponderable "in the public interest, 
nrc essit) . and convenience. ' 

Lastly, it is mj fallible prediction 
for 1 ' >c > 1 that the much-maligned 
hut highl) importanl ami valuable 
timebuying fraternity will pa\ more 
attention to a station's image, quality 
factor, over-all local service, manage- 
ment personnel, program and produc- 
tion-ability, and character standing 
in a given market when making the 
buying decision but will also, alas, 
fall \ ictim again in a majority of ca-e> 
to the "numbers' babit. 

Robert W. Ferguson, executive v.p. 
&gen. mgr. WTRF-TV, Wheeling, West Va. 

One of the major happenings I look 
forward to in the year 1'M>1 is an ex- 
pansion of the policj the networks 
started so well in l'X>0 in regard to 
their presentation of more and l>etter 
puhlie affairs programing. \ml the 
fact thai the) have received such ac- 
claim from all quarters I think will 
definiteh encourage more blue-chip 
advertisers to sponsor main of these 

I also have a feeling that 1961 will 
see national advertisers putting more 
and more of their over-all budgets 
into television in both network and 
spot. This trend has increased -tead- 
ily each year and I think it will con- 
tinue to be pret alent in V)(A . 

I think l')()l will also bring about 
some long-awaited changes in the area 
of program packaging. The particu- 
lar sore spot, one which I'm sure has 
bothered a Dumber of station opera- 
tor-, has been the continuing trend of 
violence in much of llic package pro- 
grams that arc distributed. With all 

National adver- 
tisers it ill place 
more of l/icir 
over-all budgets 
into tv 

the furor that has been raised I 
think this year will see the various 
package producers make a sustained 
effort to lessen the amount of violence 
on the programs on tv. 

In the area of commercial tv I also 

look lei the national advertisers i" 
become more particular in theii selec- 
tion oi stations in various markets 
and I think an importanl factor of 
their -election polic) might well be 
the community image a station has 
and it- adherence i" •j>m,,I broad* asl 
ing policj \ ia ii- active suppoi t of 
the Broadcasting ('ode. 

In (In- realm <d ( ongi essional in- 
terest I think L961 will find all t\ sta- 
tions subjected i" ich closei 

scrutiny bj nut just tin- \ ai ious got - 
eminent agencies concerned with t\ 
and t\ stations ami policies, but l>\ 
( longress itself. I lie purposes ami 

policies of t\ stations and networks 

in their public Bd \ i' e. public .ill 

.ind o\ ei all |>i ograming efforts I 
w ill lie cot eied to greater di ;r« than 
evei Inline b\ the governmental 
bodies responsible foi bi oad< asl 

I inall) . I think thai the majoi 
changes in telet ision l"i 1961 will be 
brought about b) the people respon- 
sible tin -ii man) changes in i\ the 
u \ iewei b. \ml bo long as the) ai e 
content, pleased and entei tained w ith 
the great \ ai iet) of telet ision as pi •• 
sented toda) . tv's pi ogram pi odui ts 
w ill continue to be wel< ome guests 
around a home. ^t* 






f.J B I Mm.. 

D D ' . <-■< 
\.. \ Ii . I RJ UM S . 

lUlph I. An. 

mx k im ani> 
■KM im 



This is the PLUS factor thai makes 

WOC-TV more exciting — more 

interesting — more effective than the 

competition. Yes, mine local 

programming for homemakers, 

for -port- fan-, for youngsters . . . 

all this in addition In Mil , 

top \BC -how- ami the best of the 

syndicated -how-. 

These are the people that bu) 

products in the nation'- 17th T\ 

market. More than 2 billion dollars 

in retail -ale- ring on the 

retailer'- cash regi-ter. Over 138,000 

T\ home- are within the 12 

counties "I \\ < •< - 1 \ - (overage area. 

\nd to help you get the maximum 

number of these dollar- WOGT\ 

specializes in effectively co-ordinating 

and merchandising \our bu) al 

every level — the broker, wholesaler, 

direct -ale-man. key Inner a- well as 

the retail outlet. 

'lour PGW Colonel has all the facts, 

figures and other data a- well as 

day by da) availabilities. 

See him tod.n. 


9 JANUARY 1961 



Research Triangle Park 
Unleashes New Buying $ 

You have a new, solid reason for sched- 
uling WPTF. The North Carolina Re- 
search Triangle Park has progressed 
from "dream" to reality. Early estimates 
that the Park will attract research in- 
stallations employing 7,000 persons ap- 
pear conservative. 

FIRST to be completed was the multi- 
million dollar Chemstrand Research Cen- 
ter. Following closely will be the Re- 
search Triangle Institute headquarters, 
the Dreyfus International Center for 
Polymer Research, and the U. S. Forest 
Service eastern regional laboratory. 

MORE WILL FOLLOW. The three institu- 
tions which form the Triangle already 
provide the largest concentration of re- 
search personnel in the South. (North 
Carolina State at Raleigh, Duke Univer- 
sity at Durham, the University of North 
Carolina at Chapel Hill.) Now, with the 
4,600 acre Park a going operation, the 
future development will be substantial. 

SCHEDULE WPTF ... a better buy than 
ever. And don't hesitate to call if we 
can help you or your Southern manager 
open doors in this exciting, new segment 
of our market. Our towers are practi- 
cally next door to the Park and we are 
intimately familiar with the area's trade 
patterns and potential. 


National and regional buys 
in work now or recently completed 



Welch Crape Juice Co., Inc., Westfield, Conn.: Schedules for its 
juices and jellies begin in 17 selected major markets the end of 
January. Placements are seven-eight week;- using day minutes and 
20 s. with some early and late nighttime. Buyer: Shirley Weiner. 
Vgencj : Richard K. Manoff, Inc.. New York. 

Lever Bros. Co., New York: Its usual early year activity with day 
and early and late night minutes, and some prime, being set for the 
soaps and detergents. On Silver Dust, about 30 markets the middle 
of the month get six week placements. Bob Bridge is the buyer at 
SSC&B, New York. Dove, out of Ogilvy. Benson & Mather, New 
York, renewed and added some markets early January for 52 weeks. 
Whisk, BBDO, New York, also began for 52 weeks, in about 15 mar- 
kets. Schedules on all were placed for 13 weeks through Needham, 
Louis & Brorby, Chicago. 

Norwich Pharmacal Co., Norwich, Conn.: New schedules on Pepto- 
Bismol start 16 January and run through 13 February, in about 125 
markets. Buys are for prime 20"s and earl) and late night minutes, 
moderate frequencies. Buyers: Jack Scanlan and Bill Watterson. 
\gene\ : Benton & Bowles, New York. 

Peter Paul, Inc., Naugatuck, Conn.: Campaign for its new Peter 
Paul Almond Cluster candy bar begins 10 January in about 50 mar- 
kets. Fringe minutes, preferably early evening, are being bought for 
nine weeks. Buyer: Joe Devlin. Agency: Dancer-Fitzgerald-Sam- 
ple, New A ork. 

General Foods Corp., Post Div., Battle Creek: Schedules for Tang 
begin tliis month in about 15 markets. Moderate frequencies of prime 
I.D.'s and 20"s will run for four weeks. Buver: Rosier Jones. Aszencv: 

\ oung & Rubica 

. "New ^ ork. 

R. T. French Co., Rochester: Planning a campaign to introduce a 
new product. Fixing Potato, as soon as distribution is cleared, prob- 
abl) late February. Schedules of dav minutes will be bought in 
about 25 markets. Biners: Mario Kircher and Carrie Senatore. 
Vgency: J. Waller Thompson Co., New York. 


Grove Laboratories, Inc., St. Louis: Minil Rub schedules begin 
this month in aboul 20 markets. Da) minutes. a.m. to 4 p.m., are 
sel for I 'A weeks. Buyer: Larrj Reynolds. Vgencj : DCSS, New "N ork. 

Maltex Co., Div. of Heublein, Inc., New York: Eight-week place- 
ments foi Maltex cereal star! tliis month. Daj minutes to reach the 
housewife will be scheduled in about 10 markets. Buyer: Frances 
John. Vgencj : Fletcher Richards, Calkins \ llolden. Inc.. New York. 


9 JAM \RY l ( )0l 


{Continued from page 30) 

raised some ears among I he Othei 
brands, those thai consider them- 
selves "ethical" types as compared t<» 
"dairy case" types. \letrecal. Quota, 
Minvitine and olhrr- among the "eth- 

icals" contain 7<! grama "I protein, 
the minimum dailj adult requirement. 
"Dairy case" brands siieli as Carna- 
tion and Bow-Cal <in Chicago, han- 
dled by North) provide .">."> protein 
grama. And then there are the "dog 
and cat" hrands. the "off-beat odd 
labels," many of which are "se\erel\ 
lacking in nutritional standards," ac- 
cording to a Chicago-based firm. 

The "ethicals" so far have not men- 
tioned the other brands, plugging 
their own qualities. Metrecal's com- 
mm ials that gel closest to the weight 
problem, as opposed to the Churchill 
messages, are still not product adver- 
tising, according to K&E. \ typical 
one. for example, features: i 1 > Hip- 
pocrates' 2,400-year-old warning that 
fat men die sooner than thin ones: 
(2) a discussion of the problems of 
obesity: and (3) the suggestion that 
Metrecal, with a physician's approval, 
"mav be" a possible solution. 

\lin\itine. like Metrecal. suggests 
a physician's approval — a policy 
which would obviousl) tend to help 
the ethical products. \nd according 
to the Chicago source, the "'dog and 
cat" brands are not selling very well, 
despite their price which is consider- 
ably lower (~9<? as opposed to about 
SI. 29) than the big-name brands. 

Several food brokers contacted by 
sponsor reported that the sale of 
these new products has not. as some 
had suspected, made am significant 
changes in general grocery buying 
patterns. It is hard, thev said, for a 
housewife to determine how and 
where she should buj less for the rest 
of the family, if only one or two 
members are on the diet. As a re- 
sult, she buys the usual items in the 
same quantities as if everyone in the 
family were eating regularly. 

And the brokers indicated that shelf 
space, for the major brands at least, 
is usually available. \\ ander's Min- 
vitine has national distribution pri- 
marily in grocery stores but. like 
Quota, has some drug distribution as 
well. Metrecal is distributed in both. 
and has an edge as the brand most 
requested. Distribution for Minvitine 
and Quota was no great problem 

be< ause, in the case of Quakei and 
it- man) grocer) items, chain distri- 
bution is alread) established. Wander, 

which has had Ovalline in grocer) 
outlets bu years, had no trouble gain- 
ing entrance for Min\ [tine. 

I he outlook for future expansion 
of thi> booming new industry, ac- 
cording to the consensus, seems to be 

tin-: Itiuht now total market acheili- 

ing i with the exception of Metrecal's 

network program and Minvitine - 

participations) is com filtrated chief- 

I) on sophisticated urban and sub- 
ill ban audience-, [f expansion reaches 
markets in rural and small town 
ana-, this bigness will balloon. 

\- for Metrecal and K&E, the) are 
confident that any expansion will be 
in their favor. They are in the ke) 
position as "grandaddy" of the indus- 
tr\ at six month- and alread) identi- 
fied as closely with calorie control as 
Kleenex is with tissues or Milltown 
with tranquilizers. "Ver) few com- 
panies are concerned with persons 
when the) are -ick and when the) are 
healthy," said K&E's \icholaus. 
"Drug companies cater to the sick, 
food companies to the health) : we 
serve both." The Dalton Co. will 
market Metrecal. Pablum. Bib bab) 
juices "and other products that will 
be added upon clinical validation. 

And their choice of the Churchill 
-cries looks like a winner. As an 
elated \BC official put it last week. 
"The series is receiving the highest 
Nielsen rating for any continuous 
public affairs series this season. The 
last show telecast before the holiday 
hiatus in the schedule received a 16.2 
rating and a 27.4 share of audience 
in the Nielsen 21 market ratings 
damn respectable for this kind of 

\nd as K&E's Nicholaus put it. 
"Overweight is a problem and our 
product is a possible solution. If. in 
a commercial, honestly written and 
carefully documented, we can show 
the dangers and a possible solution 
we have clone our job." 

It's easier to count calorics than to 
keep tabs on developments in this 
\oung industry. At pres-time. the 
Borden Co. had just gone on \cw 
^ oik area radio with spots for a new 
900-calorie product. The public max 
be dizz) with more- and more brand 
names in the coming month-. A- foi 
network tv's share of the boom, the 
young industry i- watching Metrecal, 
and waiting. ^ 


9 JANUARY 1961 


' Continued from p 

successful marketing strateg) i- the 

fact that -ale- continue t" -<-t new 
monthl) and yeai l\ records: nil 80 

-ale- h.i\ e climbed to the point w here 
it is sec cmcl < in l\ to VapoRub in the 

entire Vick'a line. 

Bu— ell II. Eshelman, marketing 

\ ice president for lb'-- & < lark, has 

this to sa\ about -ale- K-iill-: "\l 

though we're delighted with sales 
progress, our ambition- are fai from 

fulfilled. Our aim is to have- nf-180 
overtake -ale- leadership from thai 
little blue I Vicks I jar." 

Myzon's media-marketing plans, 
structured by the same close farm 
market scrutiny as required foi MM 

aic somewhat more complex because 
of new product development duriic 
the past year. The majority of items 
in Myzon's line are less than a yeai 


Because o| the product transition. 
\Iyzon felt it necessar\ to profes- 
sionalize its corporate image in the 
direction of a drug producer, rathei 
than a maker of feed additives. a< 
(circling to Arthur I.. Decker, senior 
vice president. Henri. Hurst & M 
Donald, and Myzon account super- 
visor. "The sociological pattern of 
farmings future is changing, and My- 
zon. we felt, needed a new corporate 
image to fit tho changing picture," 
Decker says. 

The image-making is backed up by 
some shrewd and professional time- 
bin ing. This i- the manner in which 
Super Iron Plus, a new high potenc) 
injectable iron for swine-, was intro- 
duced last spring: 

Seventv percent ot the nation - 
pork i- produced in tb<- Midwest, 
with the heaviest concentration in 
Iowa. HH&McD plotted the geo- 
graphical target area for Myzon, and 

devised a six-week -aturation media 
plan for the farrowing season. High 
point of the campaign was a radio 
technique devised, -aid the agency, b) 
Lee Bandon. audio-video director foi 
HH&McD — an "interlocking" strat- 
egy, which not onl) provides ultra- 
saturation, but paved the wa\ for in- 
creased Myzon distribution, heav) in- 
store merchandising, and Myzon's 
Iowa sales blitz. 

Here's how it worked: lii-t. tin 

six-week campaign broke with semi- 
-aturation schedules on four micl- 
western "umbrella' stations: \\<>\\ 


Omaha: KM A, Shenandoah: WHO, 
De- Moines, and \\ MT, Cedar Rapids. 
These stations provided extensive 
coverage of the target area, and en- 
hanced product prestige 1>\ the sup- 
port of leading farm directors on 
I hose stations. Two weeks later, an- 
other semi-saturation schedule was 
begun on Keystone Broadcasting sta- 
tions throughout the target area, pro- 
viding grass-roots penetration at the 
local level. Combined, the two cam- 
paigns continued for a month, form- 
ing "interlocking coverage. 

Of M\ /mi's total advertising budg- 
et — which has gone as high as $1.25 
million — 80% is invested in radio. 
"Radios flexibility fits right in with 
our charting of seasonal farm market- 
ing areas," Decker says. 

A crisis bordering on disaster for 
hog raisers occurred during last 
spring's farrowing season, which gave 
Myzon an opportunity to develop, 
through radio, a public service slant 
for the area. Unusually bad weather 
in Iowa, unseasonal cold and heavy 
snows, kept the sows and their new 
litters indoors. Unable to forage 
for soil-contained nutrients necessary 
for normal development, the hogs and 
their litters were seriously threatened 
with anemia. Myzon was able to 
rush new .< >|»\ to all of its radio sta- 
tions, advising fanners that Supei 
Iron Plus could save the litters. 

For added impetus, short!) after 
the start of the Iowa radio cam- 
paign. Myzon conducted a sales blitz 
for Super Iron Plus. Nineteen extra 
salesmen were recruited from other 
territories to supplement the Iowa 
area sales force in making dealer 
calls. Radio station salesmen also 
joined in the blitz, calling on feed 
stores, farm suppl) stores, drug 
stores, etc. 

"Radio stations do an exceptional 
job in merchandising cooperation," 
Decker said. "The small station- do 
just as good a job as the big sta- 
tions,'' he says, "and in some cases 
belter." Decker said KI!S itself was 
active in the merchandising opera- 

Myzon and Hess & Clark are 011K 
two examples of how companies in 
the animal health industr) use radio 
to solve common marketing prob- 
lem-. But broadcasters can be cer- 
tain thai, w !ih the stepped-up intens- 
ity in animal health research, others 
in the field will be taking tips from 
thesi agj i ■ ssive mei chandisers. ^ 


(Continued from page 39) 

products so that the question of mar- 
ket analysis figured greatly. Mere he 
had the experience of running count- 
less tests of various types and he be- 
came familiar with the ways various 
companies got their new products 

In May of 1959 he became vice 
president of marketing at Cot v. Here 
he had the opportunity, for the first 
time, to bring together for practical 
application his vast experience in 
sales, advertising and marketing. 

"Usually a vice president for mar- 
keting is a coordinator of product 
managers. Since a product manager 
must make money for the product, 
the marketing director must make 
mone\ for the corporation," he ex- 

"Some companies are run bv men 
with narrow vision of the factors 
which make products sell." he said, 
"while some feel consumer advertis- 
ing alone will sell merchandise and 
don't give adequate thought to other 
devices such as deals, special packag- 
ing, promotions, trade campaigns, or 
in-store displays." As he puts it. 
'"These men are advertising purists 
who believe in low cost and good copy 
and they minimize the intermediate 
-le|)> role of sales force, role of mer- 
chandising and packaging forces." 

"The men 1 most admire are men 
\\ ho are able to appraise all these fac- 
tors and balance them up practical!) ." 
-aid Drew. 

""In the last several \ears. advertis- 
ing and business has become much 
more serious than it ever was. agen- 
cies are working harder and pro- 
ducing belter copy, working more 
economically," he said. "The role of 
the businessman in the agenc) is be- 
coming more important. Today the 
account supervisor must be a busi- 
nessman as well as a creative man," 
said Drew. 

Drew enjoys his work at Coty. It 
ha- afforded him trips to Europe to 
gain insight into Coty's foreign op- 
erations. Cot) wa- founded in Paris 
and i> still a French company. French 
i- spoken in the V s ! . office i although 
Drew doesn't speak fluent French) 
and there is a succession of French 

men and women working here. "' I his 

enables us to gel an insight into the 
foreign market, he said. ^r 


(Continued from page 10 1 

tures are recorded on hundreds of 
still photographs transferred to tape 
and run in sv nchronization with voice- 
over, previously taped dialogue. 

"This live -stop -motion technique 
provides a unique visual approach to 
go with our unique copy," Price 
states. "It heightens the humor bv al- 
lowing certain facial expressions and 
motions to be held for varv ing lengths 
of time, and holds the audience -pell- 
bound. ' 

\\ exton has prepared a two- and 
one-minute version for showing in its 
11-11:30 segment of Open End. The 
minute spot will be seen three times 
a week within the Garrowav show, 
along with weather check I.D.'s each 
day on that program, according to 
Martin B. Brucker, Wexton a.e. 

The anticipated radio schedule will 
include three spots each on the shows 
of Klavan and Finch (WNEW), 
Jean Michel (WNEW), and Jack 
Sterling (WCBS). The tv sound track 
will be used at least part of the time. 
It is felt at Wexton that this addition- 
al coverage will round out the audi- 
ence, and that the radio personalities 
will have their share of fun with the 
panel characters, thus heightening the 
impact of the commercials. 

In the Manger -pots, the panel 
show is known as "Either End.' The 
soft-sell dialogue is sprinkled with 
adult-level wit. which nevertheless 
manage< to emphasize the large pro- 
portion of Colombian coffee contained 
in the product. One of the panel mem- 
bers, a marriage counselor I unmar- 
ried) -tales thai he doe- not drink 
coffee. Bv the lime the commercial 
draws to a close he is on his wav to 
the apartment id a female panelist, 
who is a divorce lawyer, to trv her 
Manger Hotels coffee "hand-picked 
from the peaks of the magnificent 
Colombian Mules, and to see her 
slides of the \nde-. 

Heading up the marketing learn 
which is introducing the coffee i- Bill 
Mu-ei. president of Park Wenue 
Foods, a wholly-owned Manger sub- 
sidiary Though the codec i- dc- 

signed to -ell at aboul 98 cent- per 

pound. Mu-ei feels it can go over. 
\- he put- it. " Americans are now 
becoming coffee snobs because exten- 
sive travel has exposed them to the 
differences that exist between one 

blend and another. ^ 





(Continued from page 32) 

placid in earefullv chosen lime peri- 
ods — can prove as efficient a bin I I | 
as marginal lime network television, 

and • 12 " as am form of spot televi- 

Hut unlike network programs, svn- 
dication like spot can lie used 
••it lit i regionally or locally. Here 
K&E examined another syndication 
application — in major markets with 
four to seven channels in which net- 
work campaigns bave characteristic 
frequency weaknesses. Here syndica- 
tion differed from spot in two impor- 
tant wavs: it provided program- 
imbedded commercials and merchan- 
dising opportunities, hut required 
longer commitments, usually for 26 
or ")2 weeks. 

There are 11 of these markets of 
four-or-more tv channels: New York 
and I. os Angeles have seven, and Chi- 
cago. Detroit. Dallas. Milwaukee. 
Minneapolis-St. Paul. San Francisco, 
St. Louis. Seattle-Tacoma, and Wash- 
ington. I). C. have four. 

Here K&E examined the present 
nighttime network schedule of the ad- 
vertiser for which this syndication 
Stud) was prepared. It found no sig- 
nificant difference between these 11 
markets and the rest in coverage 'all 
about 93% in h>ur weeks I. but 
discovered a l.'V, lag in frequency 
of average commercial minutes in 
lhes< 11 markets. Thereupon K&E 
askeil this: How do Schedules "\ 
or "B'* compare with prime or 
marginal spot schedules in providing 
the added frequency needed in these 
11 markets? 

At first, any of the added local 
schedules seemed to correct the weak 

Bess I the 11 markets. In decreasing 
order, network plus one local sched- 
ule raised frequency in those markets 
as follows: prime time spot. 7. ( ): mar- 
ginal time spot. 7.7: Schedule "A," 
7.6. and Schedule "B." 7.2. 

But then KiiE asked whether the 
relative noting of commercials dif- 
fered between program -embedded 
Syndication announcements and non- 
embedded spots. Its conclusion was 
this: "Syndicated film- prove to be 
more efficient than anv form of spot 
television in providing additional 
weight of conscious impressions in 
the 11-market area." Allowing two- 
thirds noting for program-embedded 

Commercials, one-third for prime time. 

and one-half for marginal time, syn- 
dication announcement- had le— cov- 
erage and circulation, but more effi- 
cient noted impression (I'M- than 
spot. The four-week total cost and 
(I'M- loi noted impressions, in as- 
cending order of the ('I'M- weie: 

Schedule "A" $59,500 at 15.41; 
Schedule "B," $50, at $6.25; mar- 
ginal time -pot-. $62,000 at $7.32; 
and prime time -pot-. $58,400 at 

"Syndicated films," the K&E stud) 
summarized, "when their purchase is 
carefully implemented, can prove an 
efficient national or local buv as ef- 
ficient a- i I i marginal network time 
tv. (2i prime time spot tv, and i .'$ i 
late or earl) evening spot t\. ^ 


(Continued from page 35) 

Before the news period was over 
phone calls poured in. praising the 
station for its courage in showing the 
film. A repeal on the ID p.m. news 
brought hundreds of additional such 

Such favorable public reaction con- 
v inced KM I \ that the film should be 
re-telecast to rea< h a w idei audi, n 
live da) - latei . a program about the 
i rash called Six " hite Crosses was 

aiied in pi ime lime i 8-8:30 p.m. i . 

Attempting to place responsibilit) for 
the a< i ident, Btation new-men intei 
viewed members ol the police depart- 
ment, Safety Council officials, teen- 
agers, parents, traffic i ourt jud 
and even < i t \ ( louncilmen. I be pa- 
trolman who investigated the acci- 
dent, the doctol who examined the 
dead, a L9 -veal-old bo) who had 

climbed out of the death cai a half 

hour before the crash all told theii 

• tnce again, public appi o\ al w as so 
overwhelming, kines of the program 
were sent to schools and civic groups 
throughout Omaha, Lincoln, and Ne- 
bra-ka Citv along with a newscast 
er w ho filled in details. 

Today, with the tragedy two 

month- behind, requests for the film 
are -till coming in. Further proof of 
il- powerful message i- that the Oma- 
ha Safet) < ouncil has submitted Six 
II hite Crosses for a National Safet) 
Award. ^ 

For that 


visit the 


March 20-23, 1961 New York 

Coliseum and Waldorf-Astoria Hotel 

Members $1.00. Non-members S3. 00 

Age limit— over 18 


9 JANUARY 1 ( )01 


Under the banner of The Advertising Council 

Xhe seeds 

£ 1 

o f, 


ui nupe are sown 

by many hands 

"We cannot live only for ourselves. A thousand fibers connect 
us with our fellow-men ; and along those sympathetic threads, 
our actions run as causes, and they come back to us as effects." 


Take a look at the facing page. 

What you see are some fairly familiar symbols 
of some pretty important public service causes — 
notices that catch your eye almost every time you 
stop, look, or listen these days. 

What you won't see though is the effect these 
campaigns have had on a lot of people. 

Start with the heads of business firms who 
contributed the money, advice and advertising 
support needed to make this work of The Adver- 
tising Council possible. Add to these the volunteers 
in advertising agencies whose gifts of time and 
talent brought these messages to life. 

Their creative efforts in turn inspired still other 
people who run our magazines anil newspapers, 
radio and TV stations, outdoor and transit ad- 
vertising companies to contribute >iSi,ooo,ooo 
worth of free space and time during the past twelve 
months alone to bring these meaningful messages 
home to you. 

These seeds were sown in fertile ground — the 

hearts and minds of the free people of this country. 

Onlv a few of these causes called for money. 
None of them had an axe to grind. Created in an 
atmosphere of voluntary cooperation, they in- 
spired confidence in individual action. And they 
won your support. 

As a result, ours is a stronger country, a freer 
country, a safer country. 

Thanks to your response, classrooms grew where 
there had been none before. More kids went to 
college. Untold forest fires went unlit, and many 
people riding the highways owe their lives to the 
safety program. 

You saved your money through buying Savings 
Bonds, and strengthened the cause of freedom 
through getting out the vote and sending aid 

For these reasons business, advertising and 
media — as the private voice of public conscience 
— believe in furthering these public service causes 
through The Advertising Council. 


9 JANUARY l'X)l 







* COM*** 







v »tE EU«0/>, 






1960 CENSUS 




sponsor • 9 j \\i vm 1 ( )(>1 



. . .for public service 


If you would like to know more about this work, this 
magazine suggests you write to The Advertising 
Council for a free booklet, 25 West 45th Street, 
New York 36, New York. 

The space Jor this message is donated by this publication in cooperation tcilh The Advertising Council. 




BUYING GUIDANCE Betty Frank, hostess of WLIB, New York, 'At Home Show,' discusses 

services of the New York City Department of Markets with Commissioner of Markets Anthony 
Masciarelli. The discussion covered guidance in selecting, purchasing and preparing foods 

PITCHING in at WWDC's annual Christmas party at D.C. Village District Home of the Aged, 
is Ruth Rea, Miss Washington of I960. WWDC presented cash Christmas gifts to the home 
and its residents on behalf of listeners who responded to the station's Christmas Fund plea 

The Advertising Federation, with 
the help of the Advertising Assn. 
of the West, is readying a campaign 
to clarify its purpose to the trade. 

The team will put to work a five-ad 
series — Advertising Speaks for Itself 
—in the trade press. 

The ad series was prepared by 
Bozell & Jacobs under the supervision 
of Donald D. Hoover, head of Eastern 


• General Mills to introduce its 
new recipe service. Butterfudge Fa- 
vorites, via net tv shows, nighttime 
and daytime. Agene.) : Dancer-Fitz- 

• Wish-Bone Italian Dressing 
will use tv in its newest and most ex- 
tensive campaign. The bulk of the 
ad money will go to print: five major 
consumer magazines. Agency: Ed- 
ward H. Weiss. Chicago. 


WQAM, Miami, disk jockey Don Armstrong 
was co-sponsor of the U.S. Marine Corps. Re- 
serve's annual Toys for Tots dance at Hialeah 
Municipal Auditorium. Over 1,500 toys were 
collected as admission for needy Miami kids 


«) JAM \m 1%1 

ard K. Baiter, merchandising man- 
ager, Pepsodenl division, Lever Bros., 
ele< ted mat keting \ .p., Pepsodenl di- 
\ ision. 


Ted Bates lias been added to 
Scott Paper's stable of agencies, 
non adding up to six. 

Bates gets W aldori tissue and a 
long-term project for new product de- 

tne oilier five: JW I ': Compton, 
Ketchum, Mad. cud & Grove and Ehr- 
lich, Neuwirth & Sobo and Albert 
Frank-Guenther 1 aw. 

Agency appointments: Care) Salt, 

Hutchinson. Kansas, to Lowe Runk- 
le. Oklahoma Cit) . . . Lever, its "all" 
products, to Sullivan, Stauffer, ("ol- 
well «X: Bayles, and its Swan Liquid 

to BBDO. Both accounts from Need- 
ham. Louis X Brorb) . . . Borg-War- 
ner, Spring division, Bellwood, III.. 

to Edward II. Weiss, ( hicago . . . 
Pulse, Inc., to Henrj J. Kaufman, 

\\ ashington, I). C. . . . Standard Oil, 
New Jersey, to Needham, Louis & 
Brorb) For institutional advertising 

i SI million i . . . Stei ling National 

K.I Ilk & I I II -t ( i Hi 1 1 i.l II \ i if New ^ m k. 

tn \ an Brum . . . < Jrove Laboratoi 
ies, two new products, t" Cohen «JC 
ilesbire . . . Golden Dipt Manufac- 
turing, St. Louis, tn S. E. Zubrow, 

Rehbock, from Rehbock Advertis- 
ing t<> client service group, executive 
staff, Rose-Martin . . . Bernard Le- 
vine from research-project director, 
Grey, to research group supervisor, 
Gardner . . . M. Peter Franceschi 

from I'ciotc. ("one \ lieldin^ to ad- 
ministrative coordinator, and Charles 
Reikis. McCann-Erickson, to senior 
l\ producer, radio t\ department, 
both at l)'\rc\. New i ork Cit) . . . 
V. E. Carr to associate cop) chief. 
Ronald II. Oakland tn assistant t\ 
radio director, and James I*. (,r%- 

in\ r I |'\ i hief, .ill at kim\ Reeves, 

Minneapolis . . . K. L. "Larry" 
Deckinger, Grej - direi t"i ol media 
strategy . named i bail man "I \ I! I - 
appraisal panel . . . irno II. John 
son, JW I v.p. and senioi economist 
named \KI membership i ommittei 

head . . . Mai Ochs from media plan 
mi . Grey, New ^ <n k. Iii nrdia direi 

tor, BBD( I, Minneapolis. 

The] were elected: Robert F. 
Friedmann, pres., Parsons, Fried- 
maiin Si Central, Boston . . . Harrj 
('.. Groome, Jr., v.p. and associate 
managing director, plans and market- 
ing department, Philadelphia office, 
Y \\. \m : . . . Robert P. Engelke, 
\ .p. ami associate media directoi . red 
Bates . . . E. Bradford Bening, 
executive v.p., Bauer X fripp, Phila- 
delphia . . . Neal O'Connor, \.|>. in 
connection with New York Service, 
N. \\ . \\ei . . . \. T. Garrabrant, 
James W. Green, Frank West- 
brook, and Arnold K. Reisinger, 
all v.p.'s, at Ninth Advertising . . . 
Thomas Blosl, v.p., Botsford, Con- 

WINNERS of KDKA's Big K Birthday House, Mr. & Mrs. Fred 
Hohnadel pawn their baby off for a few hours on d.j. Bob Tracey 
before making a ground tour of their new $18,500 Pittsburgh home 

MERGING of Klaeger Film Productions into Transfilm-Caravel brings 
together again William Miesegaes (left), president of T-C, and Rob- 
ert H. Klaeger. Klaeger was a T-C exec before forming his own firm 

ON CIGAR SCENE — TvB's president Norman Cash, telling the annual 
meeting of the Cigar Institute of America-Cigar Manufactuer's Assn., 
in Atlantic City why tv is ideal medium for selling men's products 


{ ) JANUARV 1')(>1 


stantine & Gardner, Seattle . . . John 
W. Connor, \.|>.. Knox Reeves. 

New offices: Ihe K mm ill Com- 
any. in New York City, at 1 Rocke- 
feller Plaza, after 1 February. Tem- 
porary headquarters, tins month. 10 
Rockefeller Plaza. Bruce W. Jones. 
company v.p. and plans board chair- 
man, to head metro office . . . Bozell 
& Jacobs, in New York City, at 230 
Park Avenue, after 1(> January. 


Cunningham & Walsh's Dr. Rich- 
ard H. Baxter, speaking before a 
panel session of the Speech Assn. 
of America in St. Louis, deplored 
the lack of co-ordination between 
the current three major tv audi- 
ence profile studies. 

His thinking: "the "audience pro- 
file" studies are too often treated as 
separate, without being brought into 


WWTV ho. dally circulation. 
daytime and nighttime, in 36 
Michigan caunllai (NCS No 31 


WWTV, Cadillac-Traverse City, alone serves an 
area with 54% more food sales than the entire state 
of North Dakota*. 

WWTV is the undisputed leader in Northern 
Lower Michigan television, delivering more homes 
than Station B in 433 of 450 competitive quarter 
hours surveyed, 8 a.m. -Midnight, Sunday through 
Saturday (NSI, Cadillac-Traverse City — June 6- 
July 3, 1960). To match WWTV's 36-county 
coverage you would have to use 13 daily news- 
papers or 16 radio stations. 

Add WWTV to your WKZO-TV (Kalamazoo- 
Grand Rapids) schedule and get all the rest of 
outstate Michigan worth having! If you want it 
all, give us a call! 

*WWTV-area food sales are $219 million compared to $133.9 
million for North Dakota. (Source: SRDS, October 15, 1960) 


316,000 WATTS • CHANNEL 13 • I3«3 TOWER • CBS and ABC 
Officially Authorliad for CADILLAC-TRAVERSE CITY 

Serving Northern lower Michigan 

Aver/ Knode/, Inc , Exclusive National RepreienfofiVel 

the focus of their inter-relationship." 
His recommendation: a synthesis of 
these three studies: 

• Tune-in numbers: audience re- 
sponse both during and after expo- 
sure to a given program. 

• Audience composition: audience 
description in terms of age, education, 
income, ownership and other facts 
about audience members. 

• Quality of audience: audience 
characteristics in terms of psycho- 
logical variables and information var- 

Baxter also described the need for 
expansion in all three types. 

The mechanics of TvB's latest ef- 
fort to spur advertising, will be 
unveiled in the Midwest this 
Meek, at two showings in Chicago. 

Details of the campaign. The Prog- 
ress of Discontent, is slated for show- 
ing, first, on the 13th to advertisers 
and agencies. The next day, before 
the annual banquet of the National 
Appliance and Radio-Televison Deal- 
ers, TvB's Norman Cash, and the Bu- 
reau's v.p. and general manager. 
George G. Huntington, will make the 

ert L. Simmons from sales execu- 
tive. Klectra Teleproductions. Balti- 
more, to account executive. WJZ-TV. 
that citv . . . Keith G. Dare from 
sales manager. WHCT. Hartford. 
Conn., to sales manager. WNBF-TV. 
Binghamton, N. Y. . . . Don W. 
Peters from operating superintend- 
ent. Northeast Nebraska Telephone, 
to sales staff. KTIV. Sioux City, Iowa 
. . . John Conomikes from account 
executive to local sales manager, 
WTAE, Pittsburgh ... Hal Fisher 
In director of public affairs depart- 
ment, WBBM-TV, Chicago . . . Neal 
Edwards, manager KXAB-TV. Aber- 
deen, named v.p. North Dakota 
Broadcasting . . . Edwin W. Pfeif- 
fer. from sales manager to station 

manager, WGR-TV, Buffalo, N. Y. 

. . . Art Howard from account ex- 
ecutive, to assistant sales manager, 
and Karl Eklund from account ex- 
ecutive, to national sales service man- 
ager, both at KTNT-TV, Tar. una. 
\\ ashington. 

They were elected v.p.'s: C. P. 

Persons. Jr., to executive, and \\ il- 

I Please turn to page 60 I 



') j wrwiv l'Hil 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 


9 JANUARY 1961 

Copyright 1961 



Time must pass and dust must settle before it will be possible to assess tbe sig- 
nificance of tbe Dean Lanriis report and bis appointment as temporary White House 
aide on reforming the Federal regulatory agencies. 

Relatively certain, even if none of the recommendations are ever carried out, are some 
changes on the Washington regulatory scene. The FCC and FTC were never pushed into 
changes by new laws, but both were "influenced" by the Harris subcommittee spotlight to 
make sweeping changes. 

The FCC has been tightening controls over broadcasting gradually but surely for many 
months. The FTC undertook a crusade with respect to advertising. While the Landis report 
is not to be compared for impact with the Harris hearings, it may also have its repercus- 

Unnoticed by the report's charges of delays, red tape and frustrations in FCC procedures 
have been efforts by chairman Frederick Ford to clean up this situation. Ford appointed an 
expediter to get after matters which have been awaiting decision for unduly long periods of 
time. In many other ways, he has tried to clear up delays in his agency. 

Efforts along these lines will undoubtedly multiply as an indirect result of the report. In 
another direction, more care will probably be exerted to avoid even the appearance of influ- 
ence by the industry and particularly by the networks. So it may be more difficult for 
broadcasters to find sympathetic ears over at the FCC. 

In a year-end statement, Ford said he would ask Congress for power to reorganize the 
commission. Specificallv, he would set up panels of Commissioners to make decisions 
instead of having all cases decided by all commissioners. He would also adopt a "sum- 
mary judgment" procedure, with both changes aimed at speeding up processes and indirectly 
answering Landis report criticisms. 

The naming of Dean Landis to the temporary job of overseeing administration 
efforts to revamp the regulatory agencies could lead to tbe setting up of a Congres- 
sional group of a similar nature. 

The staff of the expiring Legislative Oversight subcommittee recommended creating such 
a group. Prospect of Landis doing his projected job from the White House will lend urgency. 
The lawmakers think of the agencies as "arms of Congress." and fear control by tbe legislative 

Quite apart from the Landis report, the die is cast for strong administration pres- 
sure for "rough" regulation. 

The prospect of two sets of eyes vying with each other for discovery of the most 
irregularities or laxities in regulation could be frightening. 

If the appointments as FTC and FCC commissioners are of men outside of present specu- 
lation, it might be necessary to reserve judgment while they familiarize themselves with the 
problems over which they are to assume jurisdiction. 

On the other hand, for instance, if the FCC seat should so to \ick Zapple or to Kenneth 
Cox, the die will be cast in the Landis report direction. Zapple is counsel for the Sen 
ate Commerce communications subcommittee, and is the eyes, ears and expert knowledgi 
that group. Cox conducted probes and hearings for the same subcommittee. 

Under either man, assuming that the new appointee will also be named chairman i though 
Bartley could still move up), the FCC would regulate more vigorously than the broad- 
casting industry would wish. 


9 JANUARY 1961 


Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


9 JANUARY 1961 

Copyright 1961 



The need for an up-to-date primer of syndication essentials from the viewpoint 
of the national tv user has finally been met by a recent Kenyon & Eckhardt study. 

A special presentation (see p. 30, this issue) found that syndication's cost compared favor- 
ably either nationally or locally with other media when properly used. 

Syndication had a heavy cost advantage over spot announcements because its program 
embedded commercials enjoyed a much higher degree of conscious noting. 

Costs-per-thousand for noted impressions in a national campaign were projected at $5.44 
to $6.43 for syndication (depending on time cleared), $6.31 for marginal time network pro- 
graming, $8.30 for Class "AA" spots, and $6.69 for late night spot schedules. 

User locally, syndication again had advantages over spot; it was especially efficient as 
an additive to correct the frequency weakness of network programing in those 11 
markets with four or more channels: in these problem markets syndication delivered thou- 
sands of noted impressions at $5.41 to $6.25 (depending on time again), while prime time 
spots cost $9.27 and marginal time spots were $7.32. 

K&E's scrutiny was fixed on clearing good time periods in order to reach large audiences; 
loyalty to a specific show was not a factor in its study. 

The agency made two projections of syndication costs: one based on any of the three best 
syndication time periods in the markets studied, and the other based on a better-than-average 
but not top time period. 

Cost efficiency was found to be remarkable in the best time periods and very 
good in better-than-average time slots. 

The two men behind the study were K&E's associate media director v.p. Marvin Antonow- 
sky and radio/tv director v.p. James S. Bealle. 

ITC is tapping the foreign language tv film market within the U. S. 

Six Spanish-dubbed film series have been sold to KCOR-TV, San Antonio, to reach Span- 
ish-speaking viewers on both sides of the border. 

A package of 78 episodes from Susie, Ramar, Hawkeye, Monte Cristo, Charlie Chan, and 

Cannonball begin telecast this month. 

The advance November ARB reports are always carefully watched by syndica- 
tors with new programs starting their air cycles. 

It was noted in the research department of CBS Films that its Brothers Brannagan series 
managed to score 14 time period firsts in the reports: in Atlanta, Baton Rouge, Birming- 
ham, Chattanooga, Green Bay. Jacksonville, Johnstown, Mobile, New York, Norfolk, Oklahoma 
City, Portland (Me.), Providence and Roanoke. 

Some syndication insiders feel an upturn in film business is in sight. 

Quipped one: "For the past two years business was always actually worse than it seeme 
it was going to be, and now that everyone's ready for the worst it may turn out to be surprisingly 

Observed another: "Tke money is around and enough of it. The only question is, how do 
\ mi prod it loose?" 



9 JANUARY 1961 

j ^ 

FILM-SCOPE continued 

CltS Films came oul better in I °(>0 than in L959 and ii did it the hard way: 
station sales. 

Despite the failure of Conoco and Carting's to renew their respective big regionals, the 
distributor stepped up its local, station, and regional sales efforts on shows such at 
Deputy Dawg, Rrothers Brannagan, and Heckle & Jeckle. 

An active end-of-year sales period is largely responsible for sales manager Jim Victory's 
bullish attitude: December was 60 per cent ahead and the foarth quarter was 18 per 
cent ahead, compared to 1959. 

In l ( )()l CBS Films will have several new syndicated shows plus a number of off-network 
reruns for syndication distribution, but has no plans for getting into feature film distribution 
— as other network syndication arms have done. 

Syndicators have always kept this ace up their sleeves for a time of income trou- 
bles: the fast-selling ultra-low budget show. 

Shows produced for as little as $10,000 an episode and sometimes closer to $5,000 per 
half hour have repeatedly been brought out of the bag for quick profits. 

The three chief program areas lending themselves to this type of treatment are sports, 
documentary, and music. 

Production is done on a shoestring budget and sometimes — as in the case of documen- 
taries using stock footage or brokered footage — there's hardlv any original production at all. 

In sports, famous athletes are used as personalities or perform in staged competitions out 
of season, often for prizes. 

In music a very r neat trick of some seasons ago was producing 39 half-hours of musical 
numbers by a famous band and then reshuffling the numbers with a minimum of extra pro- 
duction for a new second vear. 

Tape producers are continuing their facilities boom. 

National Video Tape Productions, a part of Sports Network, Inc., is the latest of the tape 
producers to open a tape facility in midtown New York. 

The old complaint that Hollywood's traditional production techniques are 
more expensive than New York's tv-designed methods has come up again in com- 

One report has it that commercials for a coast-based client couldn't be made as cheaply 
there as in New York. 

If true, the report smacks of Hollywood's initial cost problem of a decade ago: many 
Hollywood projections then Avere that film could never be produced cheaply enough to meet tv's 
budget requirements for programing. 

Only those producers who streamlined budgets by producing for home screens instead of 
theater screens solved the cost problem. 

Sehwerin has found a number of advantages in its studies of cast commercials — 
but also posts a list of important "ifs." 

Cast commercials, Sehwerin studies have found, are economical, have a pre-established 
performer around whom commercials can be tailored, and provide a change of pace from 
straight sell commercials. 

But, Sehwerin warns: familiar personalities are not always the most persuasi\< •: 
well-known actor is not always a well-liked one; personalities must exert influence, not 
just be present, in commercials, and finally, even a star needs a copy story to work with. 

SPONSOR • 9 JANUARY 1961 57 

A round-up of trade talk, 
trends and tips for admen 


9 JANUARY 1961 

Copyright 1961 



Reports are that WNTA-TV, Newark, and a group interested in converting the 
station into an educational model are not far from a deal. 

Linked into the proposed undertaking is New York's cultural Lincoln Center. 
Price being asked by Eli Landau is $4,750,000, but, according to the same reports, 
there'll probably be a meeting of minds at $4.5 million. 

There's one negotiating area where a package must be all wrapped up and 
pretty dead set for agreement and that's the merge of a couple rep firms. 

If word of such a negotiation starts bouncing around, the stations involved will ask ques- 
tions and if the deal doesn't come off it can prove very embarrassing to both negoti- 
ating parties: a stationman doesn't like to feel he hadn't been consulted. 

Few, if any, veterans in the ad business can make this claim : of having worked 
with J. Walter Thompson, the founder, in a client capacity. 

One who had is Maurice Needham, 71-year-old NL&B board chairman. 

When Needham was 25 years old he was ad manager of Nash Motors in Kenosha, 

The company was then a JWT client and JWT himself participated in the planning 
sessions from time to time. 

Compton can now lay claim to having more board of director members than 
any other agency in the business, namely, 17. 

The board "packing" has evoked this joshing prediction on Madison Avenue: the next 
move will be to appoint an executive committee, which will take the power of ultimate 
decision out of the board's hands; then there'll be a couple of executive v.p.'s, one of 
them on administration; after that the agency will be able to start on its upper echelon 
building all over again. 

Do you know what was the shortest signal switch in network history? 

It happened back in the early '30s and involved an agency executive who also had a 
knack for barking like a dog which made him a natural for the agency's dog food ac- 

The client's show originated out of Chicago and this agencyman had occasion to visit New 
York on business. Hence the billboard and the closing had to be each switched twice 
quickly up and back just to get in those four trademark barks. He also had to join 
what was then AFRA. 

Like Washington, McCann-Erickson's gone on an accent-on-youth kick. 

It appears that come the next two years a horde of "bright young men" will bave 
replaced many of the upper-echelon oldtimers. with these having been nudged into tak- 
ing the 55-year-old retirement option. 

One end result: it wasn't so long ago that Marion Harper was under the average 
brass age. but in the intended reshuffle he could come out as over the average. 

Perhaps it hasn't occurred to the tv networks but there's a hard money residue 
value in the public affairs programs that air piling up in their libraries. 

These binaries will replace the feature newsreels mmpanies of the past as a source ol 
reference material for the '50s. '60s and thereon. 




On The Gulf Coast 


Takes the Measure 



Call Avery-Knodel, Representative, 

or C. P. Persons. Jr., General Manager 

SPONSOR • <> JAM \RY 1901 



will have a 


soon in 




{Continued from page 54) 

Ham Hearin, at WKRG-TV, Inc., St. 
Louis-Mobile, Ala. . . . Jacques Bira- 
ben, Martin S. Fliesler, and 
George R. Jeneson, at \\ OR divi- 
sion, RKO General. 

Happy birthday: WBZ-TV, Bos 

ton, air personality. Bob Emery, 
celebrating 40 years in broadcasting. 


KDAY, Los Angeles, is the latest 
station to challenge the NAB's 
discouragement of liquor adver- 
tising on the air. 

The campaign KDAY's running in 
this area: Kahula coffee liqueur. 

KDAY expressed attitude: if a sta- 
tion is willing to take beer and wine 
spots it shouldn't show discrimination 
against liqueur and cordial advertis- 

The last uproar in the industry over 
liquor advertising was when a Mas- 
sachusetts radio station put on a vod- 
ka brand. 

Ideas at work: 

• KDKA, Pittsburgh, gave away 
a house valued at $18,500, complete 
with $15,000 worth of furnishings, in 
its recent Big K Birthday House con- 
test. To compete in the contest, which 
drew some 50.000 entries, listeners 
were asked to identify a "sound cha- 
rade."' a different one each week, for 
an eight week period, and to complete 
a 25-word statement on why they 
would like to live in the Big K Birth- 
day House. Weekly winners received 
appliance starter sets. 

• WINS, New York City, gave a 
new sponsor product a fanfare intro- 
ilur lion to area listeners by tieing in 
a two-week contest around the prod- 
uct name. Listeners were asked to 
submil "persuasive" letters of 110 
words or less extolling the merits of 
the product, Persuade, a new suede 
cleaner, and to tell win it should be 
used. To the writer of the most per- 
suasive letter, went the firsl prize of 
an RCA color l\ set and to five run- 
ners-up, transistor radios. 

\jnong the Christmas ideas al 

• KALI.. Salt Lake City, stimulat- 
ed a liit of house-decorating competi- 

tion among its area listeners during 
the just past Yule season by offering 
lavish prizes like a mink stole, a hi-fi 
set, and cash, for the most unusual 
Christmas motif decorated homes. 
The gimmick: the station's call letters 
had to be included in the decor. Sam- 
ple: KALL for Christmas cheer. 

• WISH, Indianapolis, cleared its 
programing hours. Christmas Day, 
from 9 a.m. to six p.m., to make way 
for the presentation of a WISH Carol 
Christmas Card. Eighteen of Indian- 
apolis' outstanding choirs and cho- 
ruses performed for one-half hour 
each, during this time. Onl\ four 
minutes per hour were set aside for 
commercial time. The program was 
sponsored b\ the Turner Oil Com- 

• WMFJ, Daytona Beach. Fla., 
this |iast ^ ule. turned its altruistic 
thoughts to remedx ing the fact that 
area folks (some of them, anyway) 
had never even seen a real snowman. 
The station ran a special Christmas 
contest w r ith the prize offer: a real 
snowman! The idea: listeners were 
asked to send along letters telling win 
the\ would like to have a snowman in 
their own yard. To the home of the 
writer of the most original letter a 
snowman building crew (station per- 
sonalities) was dispatched, who pro- 
ceeded to build, from ice furnished In 
a local ice company, a 6-foot snow- 

Willis. Jr., to WRIM. Pahokee. Fla.. 
as general manager and program di- 
rector . . . Don Waterman from ex- 
ecutive v. p.. Bob Dore Associates, to 
sales department. \\ NBC radio. New 
York City . . . William J. Page to 
WW Ok. Charlotte. N. C. as station 
manager and assistant to the general 
manager . . . Edward J. Peters from 
salesman to local sales manager, 

WMBD. Peoria. Ill William Joe 

Crews to manager, KFS \. Fort 
Smith. Arkansas, and Glyn Wilson 
to sales staff, thai station . . . Mien 
Dunn to manager, KOLO, Reno, Ne- 
vada . . . John \ ath from manage) 
W"\YI.. New Orleans, to manager, 
\\s\H . \ ru Orleans . . . William 
Dean from operations manager, 
WWL-TV, New Oilcan-, to manager, 
WWL, thai eii\ . . . Carl Vndersen 
from -ales manager. Farmaster Prod- 
ucts, Shenandoah. Iowa. I<> sales staff. 
KM \. thai ' in . . . Rill Sawvers 



( ) JANUARY 1961 

From station manager, KBIQ, I.. V. in 
Bales department, KPOL and KPOL- 
I'M. L.A. . . . Ted Court promoted 

to local sales manager. \\ l.l.T. Rich- 
iiioikI, Va. 

Station acquisition: KIIKH \M 
FM, L.A., bought b) The tnternation- 
al Church of the Foursquare Gospel 
from Trans-American Broadcasting. 
Sale price: 81.5 million cash. 

Sport note: WGN Radio, Chicago, 
broadcast sponsorship in the Chicago 
Cubs games lias been renewed l>\ the 
Oak Park Federal Savings and Loan 

\— n. 

Thisa 'n' data: WCAX, Burlington, 

\ (.. reports thai lor the first time in 
Vermont broadcasting, the hulk of its 
sports programs has heen completer) 
sold out for a whole year . . . WNEW . 
New York City, program director. 
Mark Olds, participated in Tv and 
Radio Advertising Club of Philadel- 
phia seminar on Radio Programing 
Today and in the Future. 5 Januan . 


Net tv sales: ABO TVs Champion- 
ship College Basketball sponsored by 
General Mills I Knox Reeves), and 
Bristol- Myers (Doherty, Clifford, 
Steers & Sheufield I . . . Cracker Jack 
(Burnett), sponsorship in NBC's The 
Shari Lewis Show . . . Gold Seal 
I Campbell-Mithun > alternate-week 
quarter-hours in NBC's The Priee Is 
Right and Here's Hollywood . . . Dow 
Chemical I Norman. Craig \ 
mel I . alternate week quarter-hours in 
NBC's From These Roots. Here's 
Hollywood, and True Story. 


\\ . Dodd from international -ales co- 
ordinator. Screen Oems. to manager, 
sales administration. NBC Interna- 
tional Enterprises . . . Frank Rogier, 

from sales manager. Thermo Fax 
Sales, subsidiary of Minnesota Min- 
ing. St. Paul, to general sales man- 
ager. Mutual Radio network. 

ABC TV's latest gimmick mail- 
ing: Small magnifying glass mount- 
ed in folder bearing suggestion Take 
a closer look at television today. The 
net's efficiency figures I Nielsen data) 

.in- also charted iii the promotion 


T\ \K*> Larr) II. Israel foresees 
l°<(>l as a peak year for spot t\ 


His prediction: "despite increasing 
competition From othei media in the 
coming year, more advertisers will be 

using more spol t\ ." 

Israel liases \\\- optimism on T\ \l! *s 

all-time high national spot t\ billing 
tab for L960. 

\ccording to the company s \.p. 
and general manager, all five of the 

\\ estinghouse stations, which lhe\ 
rep. chalked up a substantial increase, 
last \ear. 

Bolstering also the trend toward 
spot tv, is Petry's study. Trends 
in the Selection of Media by the 
Top 100 Advertisers — 1956- 
1959, which reports that spot tv 
expenditures increased 71% 
since 1956. 

According to Petry's report, the 

-pot medium, From among the 
( media oi these lai gesl advei h- 

• i - net l\ . -| n >t l\ . lieu Bpapei - and 

magazines has i limbed from fourth 
place in L956 to a i lose ra< e l"i 
on.l in 1959. 

Blair, now in II cities, will ex- 
pand its facilities in \tlaiita to in- 
clude television) mi«l February. 

II. \\ . Maid . who for the pasl 
three years has heen account execu 
tive in Blair's Dallas office, is being 
transferred to head up the i ompany's 
new t\ facilities in Atlanta. 

Maier'sposl at Da I la- has heen filled 

through the addition of Jack \ .in 
Volkenhurg. Jr. He's from the L.A. 
office at CBS Spot Sales. 

Van Volkenhurg will report t" 
Steve Beard, director of Blair Tele- 
vision sales in the southwest. 

Rep appointments: K.SBW . Sali- 
nas. KINGS, Hanford. and KVEC, 
San Luis Obispo, all California, to 
H-R, from Daren F. McGavren, Inc. 
. . . KWJJ, Portland. Ore., to 'Cor- 
bet, Allen & Crane . . KMSP- 1 \ . 


(embracing industrial, progressive North Louisiana, South Arkansas, 
West Mississippi) 


Population 1,520,100 Drug Sales $ 40,355.000 

Households 423,600 Automotive Sales $ 299,539.000 

Consumer Spendable Income General Merchandise $ 148.789,000 

$1,761,169,000 Total Retail Sales SI 286, 255.000 
Food Sales $ 300.486,000 


According to March 1960 ARB we average 79.1 °'o share of audience from 
9 a.m. to midnight, 7 days a week. 


A James A. Noe Station 

Channel 8 Represented by 

Monroe, Louisiana H -R Television, Inc. 

Photo: Atrial ri, ■ rado, Aikantat, located in the rich oil area. 


9 .mm \in I'X.l 


Minneapolis-St. Paul: WEAU-TV, 
Eau Claire, Wise: WLOF-TV, Or- 
lando. Fla.: and KGUN-TV, Tucson, 
\ii/.. all to Young-TV fur national 
representation . . . WEAQ, Eau 
Claire, \\ isc. to Radio T.Y. Repre- 

E. Goodell, NBC TV Spot Sales 
staffer, appointed Eastern division 
sales manager for tv, that firm . . . 
William K. Burton from account ex- 
ecutive. National Advertising, subsidi- 
ary of Minnesota Mining and Manu- 
facturing, to manager, Detroit office. 
Robert E. Eastman. He replaces 
Frank L. Boyle who moves from 
there to assume major agency sales 
responsibilities in the New York of- 
fice, next month . . . William F. 
MacCrystall, H-R, tv sales head, ap- 
pointed manager of the H-R L.A. of- 
fice, succeeding retiring Harold 
Lindley . . . Richard A. Leader 
from general sales manager. KWIZ. 
Santa Ana, Calif., to senior account 
executive. H-R. radio sales . . . Mar- 
vin D. Melnikoff, from director of 
research and editorial staffer. Televi- 

sion Magazine, to director of market- 
ing and research. Weed. 


New attention paid to commer- 
cials and commercials campaigns 
in 1961 is expected to lead to 
heavier use of photo-script moni- 
toring services. 

U. S. Tele-Service Corp., for 
one, reports that its storyboards of 
tv commercials taken off the air for 
clients increased 350 per cent in 1960 
over 1959. 

A heavy increase again was an- 
ticipated again in 1961, largely from 
clients who wish to be informed of 
what their competitors are doing as 
well as what is being done in com- 
mercials in unrelated fields, explained 
president Henry L. Sondheim. 

Sales: Seven Arts Associated's War- 
ner Bros. Films of the '5(fs to WCAU- 
TV. Philadelphia: WROC-TV. Ro- 
chester; WTVJ, Miami; WLOS-TV. 
Asheville; KLFY-TV, Lafayette, and 
KM J -TV, Fresno ... CBS Newsfilm 


will have a 


soon in 



added 38 new subscribers in 1960, 
including six newly licensed Canadian 
stations— CFCN-TV. Calgary; CJCH- 
TV, Halifax: CFCF-TV. Montreal; 
CFTO-TV. Toronto: CHAN-TV. Van- 
couver. and CJAY-TV, Winnipeg — 
the new West German network, Freies 
Fernsehen; the third Japanese net- 
work. Fuji: stations in Bermuda, 
Bucharest, Cairo. Damascus, Mexico 
City, Montivideo; Panama, and Rho- 
desia, and these domestic subscribers: 
WRDW-TV. Augusta: WJW-TV, 
Cleveland; KID-TV. Idaho Falls; 
KRCG-TV, Jefferson Citv; WBIR-TV. 
Knoxville; KOLN-TV. Lincoln : WITI- 
TV. Milwaukee; KNOE-TV. Monroe; 
WTAR-TV, Norfolk; WJKG-TV, 
Panama City; KOLO-TV. Reno: 
WHEC-TV. Rochester, N.Y.; WREX- 
TV, Rockford; KXTV. Sacramento; 
WHYN-TV, Springfield. Mass.; 
WFLA-TV, Tampa: WTOL-TV. To- 
ledo; KTVH, Wichita; KIMA-TV, 
Yakima, and WBNB-TV. St. Thomas, 
Virgin Islands. 

Commercials : GE will use documen- 
tary commercials produced by Robert 
Lawrence on its CBS TV Gershwin 
special . . . Hal Marienthal joins 
Paramount Television Productions as 
video tape services salesman . . . 
Ken Drake to On Film, Princeton, 
N. J., as animation and aerial image 
director . . . Ben Kranz named v. p. 
senior producer and Harold Ber- 
nard editorial supervisor of Robert 
Lawrence productions . . . Harold 
Klein appointed executive director of 
the Film Producers Association of 
New York. 


('oilier appointed southwest division 
manager and B. Cranshaw Bonner 

named Atlanta account executive for 

I \\. 


WIL. St. Louis, kept Western 
Union line- humming as it dis- 
patched hourly communiques to 
the trade press, reporting on the 
progress of its fund-raising mara- 
thon for the Boys Club of St. 

After 67 hours and eight minutes, 
the station's mikesters called it quits, 
due to "traumatic laryngitis." 



9 JANUARY 1%1 

I lie Moss Club liiml was enriched 
b) over $1 1,500. 

I'ulilii service programing: 
\\ KIL-TV. Philadelphia, with the 
I Diversity <>l Pennsylvania, put to- 
gether a series of programs showing 
how I niversity research and experi- 
ments arc applied I" industry and na- 
tional defense. The Beries, Frontier 
of Knowledge, premiered 22 Decem- 
ber . . . WPIX, New N oris Cits began 
a weekly half-hour documentary film 
series, The Commonwealth of Na- 
tions. 8 January, depicting the evolu- 
tion of tlif British Empire during the 
pasl 500 years . . . WRCV-TV, 
Philadelphia, began its second series 
of religious programs for young 
children. Faith of Israel . . . \\ MCA, 
New York City, broadcast The Op- 
ertors, an expose of "shady" business 

Public service in action: KROV 
T\ . San Francisco, scheduled a se- 
ries ot specially prepared filmed -pots. 
Id's and 20"s. of actual auto acci- 
dents, a> a sate driving admonition 
during the holiday season . . . 
WKNB. Wesl Hartford, Cum., also 
in the interest of safe driving, aired 
announcements inviting motorist- to 
stop at The Circle Shoppe, a local cof- 
fee shop, for a free, and sobering, cup 
of coffee, New Year's Eve . . . KNOE- 
T\ , Monroe. I. a., is lending assist- 
ance. I>\ invitation, to the State De- 
partment in a project rerruested 1>\ 
the Indian government. The station 
is supplying the Indian Educational 
| tv stations, and film services, with a 
complete documentation of the recent 
visit there |i\ Indian statesman. G. 

Rajagopalan . . . WTOP. Washing- 
|ton. D. C, a CBS affiliate, in an edi- 
torial, praised NBC TV For the "dis- 
tinct public service"' it performed with 
its Sit-in documentary of mid Decem- 
ber .. . WOOD-TV. Grand Rapids. 
Mich., public affairs department, to- 
gether with Cit\ Manager, Al Rxp- 
stra. put together a film showing the 
cit\ s progress during the past year. 

Public service ideas at work: 

• WTCN Radi... Minneapolis-St. 
Paul, made it possible for an area 
listener to win the prize of a month's 
rent, or house payment, during the 
station's annual public service en- 
deavor to rid the city, safelx. of dis- 
carded Christmas trees. The contest 

idea: listeners were asked to bring a 
i ree to a designated l"i w ben- it was 
registered foj the prize drawing. The 
burning oi the trees, which look place 
after the prize drawing, was supei 
\ ised b\ the local fire departments. 
I«n additional prizes oi radio-- were 
also given away , 

Public service programing anni- 
versary: KDK V. Pittsburgh, ob- 
serving loth anniversary of ii- re- 
ligious programing broadcasts. 


RTES resumes its post-holiday 
TB&S Seminars ami Newsmaker 
Luncheons in New York City with 
two nationally known radio and 
tv personalities as featured speak- 

Leading off the renewed sessions is 
\rthur Godfrey who will present the 
show business \ iew point of the broad- 
casting media on 1<> January, in the 
Hawaiian Room at the Hotel Lexing- 

Edward R. Murrow will express 
his thinking at the first Newsmakei 
Luncheon. 12 January, in the Grand 
Ballroom of the Hotel Roosevelt. 

Other RTES dates: 

17 Januarx. I B\S Seminar. Hotel 
Lexington. Subject: Sponsors can 
make things happen. 

18 Januarx. Production Workshop, 
Hotel Roosevelt. Subject: Commu- 
nity Antennas. 

24 Januarx. TB&S Seminar. Hotel 
Lexington. Subject: Local programs 
via syndication. 

23 Januarx. Round I able. Hotel 
Roosevelt. Subject: Hon good is for- 
eign tv? 

31 Januarx. TB&S Seminar. Hotel 
Lexington. Subject: Local radio in 
the 'oVs. 

Other trade dates: 

13 Januarx. New York Chapter ol 
the \< ademx of Television Vrts and 
Sciences annual "close-up" dinner. 

31 Januarx. \ew York Chapter, 
American Women in Radio and Tele- 
\ ision theatre party at Camelot. 

9-10-11 Februarx. Mutual Adver- 
tising Vgency Network Meeting, San 

26 Februarx. New York Chapter, 
Broadcast Pioneers. Dinner. ^ 

you can i cover 





Most Powerful 
24 HOUR 

Negro Station 


featuring a concentration of dy- 
namic hometown personalities with 
81 years of combined proven air- 

selling experience! 



For Details And Avails Contact 
Daren F. McGavren Co. or Stan 
Raymond— WAOK — Atlanta, Ga. 


{ ) JAN1 xin 1«)C)1 


AM & FM 

You'll find comprehensive 
data on in and out of home 
listening, SPOT and network 
trends, set production, sea- 
sonal changes, hour by hour 
patterns and the unique and 
growing auto audience. 

It should be on every desk 
of every one in your shop 
who is in any way involved 
in the purchase of radio 
time. They're so reason- 
ably priced you just can't 
afford to be without them. 






Price Schedule 

1 to 10 40 cents each 

10 to 50 30 cents each 

50 to 100 25 cents each 

100 to 500 20 cents each 

500 or more 15 cents each 

40 E. 49th Street, N.Y. 17, NY. 






Tv and radio 


Stanley Reulman I left i was elected a \ ice 
president, and Daniel Denenholz (below 
right i company secretary, for the Katz 
Agency, at the company's annual meeting 
of stockholders and directors, last week. 
Reulman, who is manager of Katz's San 
Francisco office, has responsibility for the 
agency's West Coast operations. Denenholz 
is a v.p. and director of research and pro- 
motion. Reulman, who has been with the Katz organization for some 
22 years — seven of these in Chicago, seven in L.A.. and eight in the 
San Francisco office — began his advertising career with the Ankrui 
Advertising Co., in Chicago, with the as- 
signment of securing new business. He 
later resigned from that company to accept 
a position with the sales staff of the Chi- 
cago Herald & Examiner, where he spent 
three years. From there he joined Katz. 
Denenholz, a pioneer in the research and 
promotion activities of the Katz Agene\. 
joined that company in 1931. He was elect- 
ed a v.p. in charge of research-promotion 
three years ago. Denenholz is a member of the Radio & Television 
Research Council, the Radio & Television Executives Society, andTvB. 

Fred von Stade has been appointed gen- 
eral manager of Taft Broadcasting's Lex- 
ington. k\.. television station. WKYT. He 
fills the top post left vacant by Robert 
\\ eigand who was named general manage! 
of Taft's tv property in Columbus, Ohio. 
WTVN-TV. Von Stade comes to Lexing- 
ton from the Columbus station, where he 
had been national sales manager for the 
past year. He became affiliated with that station in 1956. Von Stade's 
background in the tv industry runs the gamut from floor man ami 
various production-direction capacities in over-all authorit) in sale-. 

Frank Kemp has been elected to the board 
of directors, and made a senior vice- 
president, at Compton Advertising. His 
election, along with li\e others to similar 
posts last week, increases the size of Comp- 
ton's hoard from 1 I to 17 members. Kemp. 

who heads up Conipton's media department, 
first joined the agenc\ in \ ( )'\<> and served 
in various positions in the media depart- 
ment before his appointment to the top post in 1956. He has \«-cu 
instrumental in establishing improved procedures in media research 



') .IAM1AKY 1961 

frank talk to buyers of 
air media facilities 

The seller's viewpoint 

// doesn't take expensive analysis /<> appreciate the frequent criticism, from 
public and trade, that all radio Stations today sound pretty math alike, 
contends trthur D. Sakelson, sales manager, U FMQ-FM, Chicago. \ot only 

is most radio programing similar, he says, but most stations hare an equal <a 
near-equal number of rating points. \<>t content with the use oj gimmicks, 
contents, giveaways which he feels main broadcasters mistakrnh deem 
'(real ire" Sahelsoii calls for a reappraisal oj the medium, one which u ill 
bring advertiser and station close/ in their efforts toward creative programing. 

Don't kid yourselves about being creative! 

^mailio broadcasters are constantly under a barrage of 
inquiry, criticism, and suggestions from the public, adver- 
tisers, and their agencies. Some of this concerns the crea- 
tion of new ideas in radio broadcast. "What" they ask, 
"'arc you doing in new and creative programing? Why do 
you all sound so much alike?" This prodding i- often well- 
founded, and when made known to the higher echelons of 
Station management, produces some curious results. First, 
in many instances, we find we do sound alike. Moreover. 
often to our dislike, we find we have an equal, or nearly 
equal number of rating points. To answer this criticism 
and at the same time increase our ratings, something less 
than genius overtakes us. Gimmicks, contests, giveaways! 
Anything at all. Then we point to our new cost-per-1 ,000 
or cite the station's new sound or d.j.'s or combination of 
same as an indication that the station i- creative. Creation, 
bah! You know it and I know it. We haidlv e\er bother 
to create anything new. The broadcaster, in many in- 
stances, has gone awry. 

The same situation: another broadcaster and another 
look. He puts together an idea. He uses a specific time 
period for a specific program. He uses a known and re- 
spected local personality or talent to entertain bis audi- 
ence. In short. In- tastefully design- a total vehicle that is 
jocal in color, responsible in meaning, and i- of immediate 
interest or value to his audience. Mas. he is answering 
his prospective client's '"what- new ?" Sponsorship of pro- 
grams of this kind would he custom-made and available to 
the vast and growing number of local and nation. d adver- 
tisers who want and must have more than mere exposure — 
who must have the public- goodwill and .warm regard. 
The argument- to Mich a creative mixture are age old. 
We hear it -honied (and whispered) from the highest tow- 
ers along Michigan Vvenue. "What is the cost-per-1,000? 
Now 1 ask you, the Inner- of this indu-ti \ . how can you be 
seeking new idea- from broadcasters? If you mu-t have a 


9 JANUARY 1961 

low (.I'M before you buy, why bothei with new ideas? 
Merelj buj numbers. Indeed, how man v advertisers know 
if the time they purchase or the programs thej bu) will 
sell their products well, until the) try? \side from the 
weather-news-sports programs, mam excellent radio pro- 
grams e\i-t today, on a locally sponsored basis, that have 
extremely high CPM's, but the audience is pleased with the 
program and the advertiser is pleased with the results. 
This is due in large measure to the fact that these adver- 
tisers know the) are building an audience and their cost- 
per-1,000 items moved olT the shelves is verv low. 

Mill, in demanding a lower and lower CP.M from the 
broadcaster, these highly imaginative programs must fall. 
Such is the potential splendor and myopia of the industry. 

Today there is a greater expectation for advertisers in 
radio broadcasting than ever before. It is the potential 
that advertisers must cultivate. There is more local talent 
available today than there has been in many years. Talent 
in the form of local newspaper columnists, financial edi- 
tor-, sports personalities and reporters, local new- com- 
mentators, storytellers, bab) doctors, almosl anybody. The 
facilities for broadcasting are highlv developed The radio 
-el figures defy comparison with any other medium. In 
most markets throughout the world the broadcasters -land 
read) and willing to program specific -how- for alert audi- 
ence- bv distinguished advertisers. Mid i- nol this dis- 
tinctioii the basis of creative advertising? 

Mid yet, perhaps the fault lie- with these men. these 
broadcasters. Perhaps the) are onl) standing read) when 
indeed they should be, as Jack Kenned) would -av. mov- 
ing forward. 

lot il creation is to succeed, much like the Garden of 

Eden then, it mu-t take two. Form an idea. Conceive a 
program. Tailor it to voin advertise] - need-. The alter- 
native i- waste. Mid in advertising toda) do one can 

affoi d wa-te. ^ 



Aftermath of the SAG-AFTRA negotiations 

The recently completed negotiations on performers' fees 
with the industry's two leading talent unions, SAG and 
AFTRA, have left a trail of much bitterness and unhappiness. 

On the surface, it seems as if tv spot had been sold down 
the river. Increases in most spot fees are far greater than 
1 1 lose for network, and many believe that these new high talent 
costs will seriously affect spot revenues. 

There is also a considerable amount of criticism to the 
effect that station and spot interests were not adequately rep- 
resented at the conference table. 

But beyond these immediate, pressing matters, there is a 
growing feeling among advertising men that there is some- 
thing radically wrong with the entire structure of talent union 

They point out that a system in which actual buyers of 
talent (advertisers and/or agencies) never deal directly on 
wages with the unions is absurd, even though the legal rea- 
sons lot the practice are formidable. 

It is a fearfully complex subject; so complex in fact that it 
has been said that fewer than 20 advertisers and agencymen 
iu America really understand its ramifications. 

But, for the good of the industry, it is a matter that de- 
serves airing. In forthcoming issues sponsok will outline 
certain aspects of the problem and some solutions that have 
been suggested. 

Fred A. Knorr 

The sudden and tragic death of Fred A. Knorr in Fort 
Lauderdale last week removed from broadcasting, and par- 
ticular!) from radio, one of its most vital forces. 

Fred, as president and principal stockholder of Knorr 
Broadcasting, Jackson Broadcasting, and Southern Michigan 
Broadcasting, operated WKMH. Dearborn-Detroit: W'KMF. 
Flint; WSAM, Saginaw; WKHM, Jackson; and WELL, Bat- 
i le ( Ireek. 

He was known throughout the industr) both for li i> broad- 
casting achievements and for lii^ innumerable civic activities. 
sponsor joins lii> hundreds of friends in extending deepesl 
sympathies to the Knorr family. ^ 


New Frontiers: Harry De Grasse, 
head cameraman on CBS's Angel se- 
ries, recalled recently his silent movie 
days. His favorite tale is of the time 
Will Rogers, attired in red flannels, 
ran out the front door of the White 
House, unhitched a delivery-wagon 
horse, and galloped up Pennsylvania 
Ave. "'I just asked the hutler if we 
could use the White House for our 
picture. The Texas Steer, and he said. 
'Sure.' Coolidge was President, but 
he was in South Dakota. Rogers hus- 
tled up the drive bundled in a blanket 
to hide the long underwear, then he 
dropped the blanket and went into 
action. We shot the scene, and that 
was that." Maybe those spoilsport 
Secret Service guys will let someone 
shoot a touch football film? 

Sign-on, Sign-off: The) were view- 
ing rushes from an episode of ABC's 
Naked City, when they came to a 
fight scene. In the melee a chair was 
overturned, exposing a big label 
which clearly read: "Property of 

Household hint: Tv star Andy Grif- 
fith said that helping with the dishes 
and housework makes for a happier 
marriage. And, he added, it's too bad 
more wives don't do it. 

Mouths of babes: Primitive Africa 
sends a report of the first rock 'n roll 
dance held in Ghana. Said a Ghana- 
ian Times editorial: "It is peculiar. 
It is outlandish; it is voluptuous; it is 
weird withal. It is even against our 
culture. The masses like the unusu- 
ally sensational, we admit. But we 
should be alert enough to stop the 
sway of the lewd over our society." 

Wise guy: Comic Jackie Mason said 
on a Garr\ Moore tver that the tele- 
vision commercials don't apply to 
him. For instance, he pointed to the 
spot for people who drink coffee and 
can I sleep. "W 'hen I sleep." he said. 
"I can't drink coffee.' 

Coastal culture: NBC's night man. 
.lark I'aar. suggested the following as 
a definition of the Hollywood Wom- 
an She s a gal who >tulT> all of her- 
self thai she can into toreador pants, 
and then what hangs out. she 
bleaches. <>h. is THAT what they 
mean by "bleat hed ends! ' 



9 jam im 1961 

our in one: 



ARB reports KETV is first in Omaha in share of audience from 9 a.m. to 
midnight, Sunday through Saturday. KETV wins a 35.6 share . . . Sta- 
tion Z has a 33.3 share . . . Station Y has a 31.7 share of audience. 


ARB reports KETV is first in Omaha in movies for the 13th consecutive 
rating period. Nighttime movies of KETV have over twice as many 
viewers as do movies on the runner-up station. 


ARB reports KETV is first in Omaha in prime time from 6 p.m. to mid- 
night, Sunday through Saturday. KETV wins a 38.8 . . . Station Z has 
a 31.0 . . . Station Y has a 30.2. 


ARB reports KETV has 8 of the 10 top network shows in Omaha. Here's 
how the shows line up rating-wise: 



Lawrence Welk 



Real McCoys 

35.0 KETV 

The Rebel 



The Untouchables 

34.2 KETV 

The Lawman 



My 3 Sons 

33.0 KETV 

Wagon Train 


77 Sunset Strip 

32.0 KETV 




Source: American Research Bureau, Novem 

ber, 1960. 



Ben H. Cowdery, President 

Eugene S. Thomas, V. P. and Gen. Mgr. 





What station is best described by the word, "FRIENDLY?" 

Pulse Special Survey. Washington 5 County Metro Area. May 31-June 15, 1960 

WWDC-FIRST . . . and a runaway leader in the popularity poll for the 
friendliest radio voice in Washington, D.C. Which proves the effect 
of our often-aired slogan . . . "the station that keeps people in mind." 


v Washington 

For full details on radio leadership, write WWDC or ask your Blair man for a copy of WWDC's new "Profile of Preference. 

And in growing Jacksonville, Fla.-it's WW DC -owned WMBR 

AQ* m copy«|l a yr 


1M.P." Always Gets Its Audience. Into whatever 
Ithe Royal Canadian Mounted Police ride, audi- 
ts surrender willingly. A review in Variety tells why: 
■ere is anything new under television lights . . . 
CM. P.") is it . . . the freshness lies in . . . every 
acter, major and minor . . . Top thesping and 
casting get the credit here, plus some of the nic- 
jnsing ever shown . . . will reach top acceptance 
ever it goes . . . high drama and suspense in 
^ show." No wonder audience count soared 800% 
previous programming when the "R.C.M.P." 
s paraded into Atlanta over wlw-a. And Nielsen 
lis: Baltimore, wbaltv - viewers up 37%: Cleve- 
kyw-tv - up 85%: Columbus, wlw-c — up 71%; 
York City, wnew-tv-up 138%; in Los Angeles, 

kttv - up 48%; San Diego, kfmb tv - a rise of 20%. 
Success Over And Over Again. In Boston, over wbz tv. 
with a 29.9 rating and 51% share. "R.C.M.P." leads 
all programs in its time period . . . captures more than 
twice the audience of its nearest competitor. In Cadil 
lac-Traverse City, Michigan, over wwtv. "R.C.M.P.' 
doubled the ratings of previous programming with a 
38.6 rating and a 78% share of audience. "R.C.M.P.' 
is the only dramatic series based on the experiences 
of the world-famous Royal Canadian Mounted Police, 
ever to receive its official endorsement and cooper 
ation. To capture bigger audiences, 
mount up and ride with "R.C.M.P." 


icm anu ^ uvu<- ■ 










Third BBDO .-■ 
to pa v tin pilot 
show ,i- Madisoi \ 
argue- proa and corn 

Page 27 

The NAB puts 
teeth in its 
Radio Code 

Page 30 

Facts on web 
tv's new 
daytime reach 

Page 35 

Hagerty moves 
in, announces 
ABC TV plans 

Page 39 



MENT STORE has bought 
WPEN for Nine consecutive 
years. No other radio station 
can make that statement. 

lected only WPEN to pro- 
mote a Sunday open house. 
More than a thousand peo 
pie responded. 

MARKETS uses more time 
on WPEN than on any other 
two stations combined. 

In the Past 5 Years WPEN 




Represented Nationally by gill-perna New York. Chicago, Los Angeles, San Francisco, Boston, Detroit, Atlanta 
the consolidated sun ray stations . . . WPEN - I' In lad c I ph hi • WSAI - Cincinnati • WALT - Tampa 


1(> JANUAM 196] 

if you're no 

(juant facts 


for all the facts 
just call 

ABC Television in San Antonio . . . 

the Greatest Unduplkated Live 

Coverage in South Texasl 

Represented by 

© Vol. 15, No. 3 • 16 JANUARY 1961 




Will more clients shell out for web tv pilots? 

27 With three major BBDO clients now financing show origination, agency 
program chiefs are examining practice's pros and cons at client request 

NAB puts teeth in Radio Code 

30 NAB Radio Code Board met in Washington to set up a monitoring system 
for its Radio Code. Plans also were made to extend code's adaptation 

Prudential's tv by-products 

32 Insurance company sharpens puhlic service image via extensive loan pro- 
gram for Twentieth Century episodes; project helps agents find leads 

Web tv's new daytime reach 

35 NBC rebuts advertisers' old theory that web daytime television is great 
for frequency, but nighttime television is a better purchase for reach 

Fm a boon for office furniture, design firm 

37 Roberts Office Supply Co., Portland Maine, find fm most effective medi- 
um for reaching small but select market covering Maine, N. H., Vermont 

Hagerty moves in at ABC 

38^1 first press conference announcing his new post of ABC v. p. in charge 
of news, public affairs, Hagerty reveals his plans for the network 

Web tv ratings enjoy slight rise 

39 Television usage shows sharp increase over last year's drop; proves tv 
is not losing favor. Also contained in this section: Comparagraph 


12 Commercial Commentary 
56 film-Scope 
24 I'Jih and Madison 
60 News & Idea Wrap-Up 
11 \ru~iiKikrr of the Week 
60 Picture Wrap-Up 
17 Reps at Work 
68 Seller's Viewpoint 

46 Sponsor Asks 

58 Sponsor Hears 

19 Sponsor-Scope 

70 Sponsor Speaks 

48 Spot Buys 

70 Ten-Second Spots 

67 T\ and Radio Newsmakers 

55 Washington Week 

Member of Business Publications 
Audit of Circulations Inc. 

SPONSOR PUBLICATIONS INC. combined with TV. Executive. Editorial, Circulation and 
Advertising Offices: 40 E. 49th St. (49 & Madison) New York 17, N. Y. Telephone: MUrray 
Hill 8-2772. Chicago Office: 612 N. Michigan Ave. Phone: Superior 7-9863. Birmingham 
Office: 3617 8lh Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 6087 Sunset 
Boulevard Phone. Hollywood 4-8089. Printing Office: 3110 Elm Ave.. Baltimore 11, Md. 
Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countries $9 a 
year. Other Foreign countries $11 per year. Single copies 40c. Printed in U.S.A. Address 
all correspondence to 40 E. 49th St., N. Y. 17, N. Y. MUrray Hill 8-2772. Published weekly 
by SPONSOR Publications Inc. 2nd class postage paid at Baltimore, Md. 

©1961 Sponsor Publications Inc. 


Id JANl \RY 1961 


Iowa has 25^ of all the Grade A farm land 
in the U.S., and its farmers average $14,187 
per year income from this choice land. Yet 
farm income is only half of the picture in 
Iowa where income from industry now 
equals that from farming. 

WHO-TV covers 57 high-income counties 
in Central Iowa — one of America's most 
unique television markets. It embraces more 
top-income farm counties than any other 
television market in the U.S., and gives you 
Des Moines — Iowa's largest metropolitan 
center — as a bonus. In all, this is a big, 
important $2 billion market. 

Reach more of Central Iowa's prosper- 
ous rural and urban families, alike, with 
WHO-TV. It's an area worth reaching with 
the best you can buy. Ask your PGW 
Colonel for availabilities soon! 

Source: Sales Manage mm t Surrey of Buying Power, July 10, 
1960, and SROS, October 15, 1960. 

WHO-TV is part of 

Central Broadcasting Company, 

which also owns and operates 

WHO Radio. Des Moines 

WOC-TV, Davenport 







































Channel 13 • Des Moines 

NBC Affiliate 
( oL B. .1. Palmer, President 

P. A. Loyet, Resident Manager 
Ruben H. Harter, Sales Managei 

^r Peters, Griffin, Woodward, Int., National Representatives 


16 JANUARY 1961 

The strong 
network on 
week nights 

As the figures show for every quarter hour but one during the heavy buying period, Monday through 
Friday, ABC-TV is the number one network! ABC's leadership also displayed itself for the entire week, 
ending January 1, 1961.* ■ Supporting the general leadership are specific facts like the weekend 
achievements which showed ABC-TV's Roaring Twenties outdrawing Net Z's Bonanza, and New 
Year's Day, capturing over 53% of the three networks' Share of Audience with American League 
Football Playoff— a fitting climax to its first television season on ABC-TV. ■ Moreover, the two highest 
rated programs of the week were on ABC-TV: Sunset Strip with 31.4, and The Real McCoys with a 
30.5. ■ So with the New Year— again the trend is to ABC-TV— and like we say— there is nothing harder 
to stop than a trend. 




























































and the 
all week 








•Source: Program-appraisal supplement to national NTI reports for week 
ending January 1, 1961. Nielsen 24 Market TV Report. Average audience. 
Sunday 6:30-11:00 pm. Monday through Saturday 7:30-11:00 pm. 



The 257,961 people who make WIS-Television's home market 
the state's largest metropolitan area (and a close second in 
the two Carolinas after a 38.1% increase in the 1960 Census) 
give Channel 10 their major time and attention, not to say 
devotion. This adds up to a 78.5 share of audience, says 
ARB (March 1960). And throughout South Carolina, WIS- 
Television's 1526-foot tower, tallest in the South, delivers 
more of the state, more effectively than any other station. In 
short, South Carolina's major selling force is 




a station of 


WIS-Telcvision, Channel 10, Columbia, S.C. 
WIS Radio. 560. Columbia. S.C. 
WSFA-TV, Channel 12, Montgomery, Ala. 

r 4 t 



Editor and Publisher 

Norman R. Glenn 

Executive Vice President 

Bernard Piatt 


Elaine Couper Glenn 

Executive Editor 

John E. McMillin 
News Editor 
Ben Bodec 
Managing Editor 

Alfred J. Jafre 

Senior Editor 

Jane Pinkerton 

Midwest Editor (Chicago) 

Gwen Smart 

Film Editor 

Heyward Ehrlich 

Associate Editors 

Jack Lindrup 
Ben Seff 

Walter F. Scanlon 
Michael G. Silver 
Ruth Schlanger 
Diane Schwartz 

Contributing Editor 

Joe Csida 

Art Editor 

Maury Kurtz 

Production Editor 

Lee St. John 

Editorial Research 

Elaine Johnson 

Sales Manager 

Arthur E. Breider 
Eastern Office 

Willard Dougherty 

Southern Manager 

Herb Martin 
Midwest Manager 

Paul Blair 

Western Manager 

George Dietrich 
Production Manager 

Barbara Parkinson 


Linda Cagle 
Readers' Service 

Barbara Wiggins 


S. T. Massimino, Assistant to Publisher 
Fred Levine, Accounting Manager. Georgs 
Becker; Michael Crocco; Syd Guttman; 
Hermine Mindlin; Wilke Rich; Irene Sulz- 
bach; Flora Tomadelli 


In I \M \KV 1961 

Chicago's eye is 

always on 

WBKB channel 


re - 

WBKB is Chicago's most exciting TV station! It attracts ST®? younger 
viewers (18 to 29), heavy viewers " = (20 hours a week or more)... 


viewers most likely to try new products!-<i> Now -because of our 
unique Transportation Promotion Campaign -more people in Chicago see 

Channel 7 than any of the other 3 channels 

in town! They see our 

where ver they go (in buses, 


Sft H (j £ i ' subways, trains, elevateds. 

Even in shopping 3 ,-— center parking lots!) They see it when ever 

3© J 


they go. So-when they get home, they go for WBKB, _. .>■■ naturally! 
(78% of them-our independent research study tells us.) Our continuing 
(we change displays ^ every month) campaign constantly sells 
network and local programming (Everything from fl^'private eyes" 

to public service... prime and fringe time.) Most important, it sells 
your clients' ^.products to more people. absolutely no cost .v^ 
to the client! Got an eye for a good buy? s s It's easy to see why... 




SPONSOR • 1(> .i \m \m !')()] 

One of the superior productions through which 
creative talent and community leadership are 
continually building new vision into Television 
on stations represented by 


"Television, to us, is a tool 
with which we can open 
eyes to challenge, as well as 
brighten them with diver- 
sion. Through prime-time 
public affairs reports such 
as 'Lost Cargo,' researched 
and produced on a continu- 
ing basis, we and our adver- 
tisers give new impact to an 
old phrase: crusading jour- 

Otto P. Brandt 

Vice President 

Station KING-TV 


that holds public interest 

Close study of programming is basic 
to our work as station representatives 
Such study has deepened our admira- 
tion tor the fine productions developed 
through creative talent, initiative and 
leadership of individual stations, from 
coast to coast. 

Splendid examples of such leadership 
arc the Civic Documentaries of KING- 
TV, Seattle. Prepared by the station-stall 
and presented in prime time, these 90- 
minute programs have all the finesse of 
telev ision "spectaculars." 

The series started in June, 1959, with 
LOST CARGO, dealing with the future 
of Seattle and the Puget Sound region 
as a major port. Subsequent programs 
have included studies-in-depth of such 
key-problems as "School Levy Crisis"- 
'We Like It Here" -and "Civic Center 

Besides their dramatic success in stimu- 
lating audience and community response, 
Civic Documentaries have also proved 
highly effective in traceable results re- 
ported by sponsors. The series won a 
First Award of the Ohio State Institute 
in 1960. 

At Blair-TV, watching the impact of 
creative programming by great stations 
like KING-TV is a constant source of 
satisfaction. For more than a score of 
such stations, we are proud to serve as 
the national sales arm. 


Television's first exclusive 
national representative, serving: 

WABC-TV-New York 









KTVT-Dallas-Ft. Worth 



WNHC-TV-Hartford New Haven 


KTTV-Los Angeles 


WDSU-TV-New Orleans 



WIIC— Pittsburgh 



KGO-TV— San Francisco 


KTVI-St. Louis 

WFLA-TV-Tampa-St. Petersburg 


16 ,l\\i \u\ 1061 

of the week 

\li(. elevates three officials to executive lire president, otie 

tit p.p., in recognition of "jiths well done** during I960 and 

in the past. Robert Sttrnofi calls \lt< "fortunate to have 
executives of caliber" of W illiatn McDaniel. \ll(. Radio} 11 il- 

Ham WcAndrew,l\BC netvs: Aaron Rubin, company treasurer, 
ami Julian Goodman, \lt(. news, as hoard promotes them. 

The newsmakers: The NBC board of directors issued 
"well dones" in the Form i>f promotions to several executives of l< >n l: 
experience. Foremost among these wen- William K. McDaniel, elect- 
ed executive v.p., NBC Radio Network; and \\ ill iam I!. Mc Andrew, 
elected executive v.p., NBC news. Uso elevated were ^aron Rubin, 
in executive v.p. and treasurer; and Julian Goodman, to v.p., NBI 
news. Goodman had hern a director of 
new- and public affairs. I he oth< rs had I een 

\ ice president-. 

In the eases of McDaniel and McAndrew, 
their elevation came after bannei years lor 
both of them. MeDaniiTs NBC Radio Net- 
work was in the Mack in I960 for the first 
time since 1952, and was the only network 
enjoying this eminence, reporting more than 
50' - of all web radio business. NBC Radio 
is also "solidly" in the black for the first 
quarter of the present year. M< \ndrew 
pushed hi- new- department to the top among the three network-, a 
rise highlighted b\ NBC's imaginative coverage ol the political con- 
ventions and election night. 

McDaniel. a veteran of 22 years in broadcasting, started as an 
Mil page in 1938. He has been with NB( 
Radio since 1956, and was named v.p. in 
e! arge in 1660. McAndrew has headed NBI 
news since 1954. "The promotion ol Messrs. 
Mc Midi; w and Goodman." hoard chairman 
Rol fit Sarnoff confirmed, "is recognition ol 
the outstanding job the) have done in lead- 
ing NBC ... in broadcast journalism. Like- 
wise. Mr. McDaniel has led the NBC. Radio 
Network to its present position as No. I . . . 
in advertisers, sponsored hours and in cir- 
culation. As chief financial officer of the 

company, Mr. Rubin ha- ke\ responsibilities in over-all planning tor 
its growth and development." 

McDaniel first announced NBC Radio- "profit position" in \piil. 
10(>o. and b) June could -a\ that "as much network business is on 
the hook- as the network showed for the entire vear ol 1959. ^ 


William k. McDaniel 

William R. Mr fiidrew 










29 Counties 

with 1 station 

Tampa-St. Petersburg is Flori- 
da's second largest market, 
with a metro population of 
772,453*! But that's not all! 
WSUN is the only station on 
Florida's West coast covering 
the entire 29 county area with 
1,420,007* residents. 

(97.2%)** ... the greatest 
percentage of adult listeners. 
This means ADULT BUYERS 
throughout the entire 24 hour 
broadcast day! 


620 KC 


■■I960 Census ""Pulse 6 60 

by John E. McMillin 


Bart Cummings forecasts the '60's 

Compton's president. Barton Cummings, who 
seems to be rapidly emerging as one of the few 
real statesmen of the agency business, delivered a 
highly significant speech the other day before the 
Greater Philadelphia Chamber of Commerce. 

Bart, in a talk titled ''Forecasts for the Adver- 
tising Agency's Role in the Total Marketing Pic- 
ture of the 1960s' made nine specific predictions. 

He believes that print advertising will make a strong comeback 
in the next 10 years. He is sure there will be heavy pressure to hold 
down all marketing costs including advertising and. especially. t\. 

He foresees an exciting future for agencies in promoting "world- 
wide brands" via international advertising. 

He looks for closer advertiser-agency relationships with fewer ac- 
count changes, great new advances in psychology and the social 
sciences which will tell more about the consumer and his needs, an 
increasing use of computers in developing marketing information. 

He also predicts a vast improvement in the public image of the 
advertising business and in the respect in which admen are held. 

But to me the most provocative of the Cummings' forecasts is the 
one he places first. In the '60's, says Bart, agencies must find an 
answer to the "acute shortage of highly professional and talented 
creative people which has sent salaries spiraling upward." 

To correct this "unhappy condition." Cummings proposes inten- 
sive recruiting of creative talent at the college level, and the setting 
up of comprehensive creative training programs within agencies. 

100 million deathless words 

Now I've read or heard at least 100 million more or less deathless 
words on the subject of "creativity" in the last two \ears. 

Every adman of stature, from Norman Strouse of Thompson and 
Al Brown of Best Foods to Marion Harper of McCann with his 
somber warning of "creativity cults," has expressed himself at length. 

In fact the emphasis has been so strenuous that many have sus- 
pected that the business was going through a fad. a "creativity kirk" 
like the marketing and research kicks of a few years ago. 

But until Bart Cummings sounded off in Philadelphia I had never 
heard an\<»ne admit that we do face a critical shortage of creative 
talent, that thi> shortage is inflating salaries and diminishing agencj 
profits, and that something practical must be done about it. 

For Mich tough-minded talk. Bart deserves a real vote of thanks. 

Too often discussions of creativeness arc conducted in a velvel fog 
of dream) romanticism, perfumed esthetics and spurious psychology. 

Cu dngs at least, has given us a realistic, dollars-and-cents rea- 
son I'm approaching the subject. As be says, "Advertising (in the 
I Please, turn In page 1 I I 



1(> JAM Mil I'K.l 


Safety Council 



October 27, I960 

.. r . Edwin K. Wheeler 
General Manager 
Detroit, Michigan 

Dear Mr. Wheeler: retiring 

Safety Council. .„,„ 

conler ^f\l * as i am that: 
know you are as pru 

"~~~"~ Public Interest Awards than any other 
ST-K^ country. 
I. the only radio station to wxn the 
consecutive ««■• since ., was crea ted. 

Has won the award every , tered by NSC) 

Won the Alfred P. Sloan Award Cadma 
in 19^0 and 1950. 

WWJ-TV ,. r 

e Public interest Awards than any other 

Has «?«r r ! t SSn in the country, 
television station i 

la the only television station to win 

eleven times. ^^^^ 

4 ; n 1QS6. _^^?^uries avoided, 
^ ^^the Sloan *™rd in 19^ , ^^ J and 

and many accidents broa dcast. 

me ssages your stations have Naisbi tt, and 

f „ - ~2ZSS* «S - - - - 

interest. .Ortrially, 


Paul Jones 

SctoTof Public ^formation 

W WJ fift? M^ WWJ-TV 

Detroit's Basic Radio Station 

Michigan's First Television Station 



16 JANUARY 1961 

What they see on 



You won't find a better showcase 
for your product in the Johnstown- 
Altoona Market than WJAC-TV. Both 
ARB and Nielsen rate WJAC-TV the 
Number One station in this area. 
But even more significant than 
statistics arc sales results- -and 
happy advertisers, in every prod- 
uct category, attest to the sell- 
ing power of WJAC-TV. Why not put 
your advertising on the station that 
turns statistics into sales! 

For Complete Details, Contact: 



New York Boston Chicago Detroit 
Atlanta Los Angeles San Francisco 


I ! 


Commercial commentary (Com. from P . 12) 

future) will have to be more original, more inventive, more imagin- 
ative, and executed at a far higher professional level." 

Ergo, let's get on with developing more creative people. 

But having said this, I wonder if Bart doesn't still face the same 
tough dilemmas that bother so many of us. 

What do we mean by creative talent? 

How do we know it when we see it? How do we discover and 
develop it? What, after all is creativity? 

Yes. but what is creativity? 

Last November, at the Hot Springs meeting of the ANA, 1 sat 
around with a dozen high-placed admen, trying to agree on a defi- 

Harry Schroeter of National Biscuit suggested that creativity is 
really '"an ability at problem solving." 

Maury Atkinson of Ruppert said, "Creativity can be defined in the 
Biblical sense — that to create is to make something. And in adver- 
tising creativity is the process of making ads and commercials." 

Others objected that you could have creative marketing, creative 
media plans, even (God save the mark! ) creative account men. 

I myself remembered the dictum of one of those Viennese moti- 
vational doubledomes, "a creative person is an 'associative individ- 
ual' — one who could put two und two togedder." 

But I don't think any of us were reallv happv about the answers. 
(Atkinson said his definition became "unsatisfactory the moment I 
uttered it!") 

Now why should we have had such difficult) in defining something 
v\hich all of us agree is so dandy? 

More and more I'm coming to believe that one reason is that, in 
the 20th Century, it is hard for us to accept the fact that creativity 
is a talent — a rare, beautiful. God-given gift to an individual which 
can be developed and sharpened but can never lie artificially instilled. 

A second reason: 1 think we've failed to recognize that creativity 
is necessarily concerned with life. It involves the production of a 
living thing — a child, a work of art. a performance that "comes 
alive across the footlights.'" a piece of prose that has a living spark, 
music with genuine vitality, the vibrant li\ ing word. 

And finally. 1 think we shall understand creativih better when 
we understand that its product is not the sum of its parts, not "(wo 
und two togedder," am more than a child is the sum <>! its parents. 

A genuinel) creative product —whether it be a piece of copy or 
a piece of sculpture — has a uniqueness and individuality all its own. 
No others qualify. 

\iid the (inl\ people who can truly be (ailed creative are those 
who can produce work which has these unique and lis ing qualities. 

Now what has all this to do with Bart Cummings and his Phila- 
delphia forecasts for the '60's? 

Well. I wholK agree with Bart's analysis of the problem. And I 
applaud his desire to do something practical about increasing our 
-tore of creative talent. 

But I do want to raise one word of caution. 

Recruiting systems and creative training programs are all \er\ 
well. They're worthy objectives, and can he worth) methods. 

But let's never forget that, with creativity, we're dealing solely 
with individuals. If we do. we are doomed to failure. ^ 


1(> JANI Mil l'K.l 

In Rochester, New York 


Has 'Em-However You Figure! 

Again, and again, and again throughout the years — every 
national survey of the Rochester Metropolitan Area has shown 
that the great majority of TV shows that are rated tops with 
Rochesterians are carried on ("HANNIiL 10! — A mighty good 
reason for advertising your product where your sales messages 
will meet the most enthusiastic eyes and ears! 

The latest NS1 survey of Metropolitan 
Rochester (Nov., I960) not only shows 
this preponderance of favorite shows on 
Channel 10, hut also shows that Channel 
10 delivers the largest over-all share of 
audience in Rochester, sign-on to sign-off, 
scv en d.iv s a week! 


of the top 

v> s 


f A' 







you'll love 

those high, heart-warming OUR GANG ratings! 

Fellas, it's been love at first sight. each and every one of the 75 markets now showing those 

hearty, hilarious OUR GANG COMEDIES. Stations are happy. We're happy. All in all. a 

howling success. But take heart — perhaps your market is one of the rapidly dwindling number 

still available. Check us now. And if not- check us. anyhow! We still may be able to have 

a heart-to-heart chat about all those memorable M-G-M CARTOONS. Or those rib-tiekling, 

viewer-snatching PETE SMITH SPECIALTIES. Let's talk.... 

Division of Metro-Goldioyn-Mayer, Inc. 



Straight from 
the heart ! 

Maybe all of these outstanding MGM 

Shorts Series are still available in your 


To get more Into in a hurry, check V* the 

shows in which you are Interested — then 

tear out this ad and mail it to MGM TV. 

□ OUR GANG COMEDIES— rich in laughter 
and ripe in memories— Incomparable! 

O MGM CARTOONS— MG Masterpieces 
all— unforgettable ! A laugh a second. 

choice in short comedy material. 

vocative, stranger-thanfiction yarns. 

□ CRIME DOES NOT PAY — Except in TV 
programming, that is— as these sus- 
penseful chillers have proved. 

MGM TV Division of 

Metro-GoldwynMayer, Inc. 

1540 Broadway, New York 36, N. Y 





Reps at work 

Jim Smith, manager, Vdam Young Companies, Boston, believes thai 
buyers -linuld beware "I salesmen who base a good pari "f their 
sales pitch on negative selling. "When salesmen resorl t" .1 strong 
negative approach, there becomes an irresistible temptation to Btreti h 
the truth," he -;i\-. "and in the long run, negative soiling not onlj 
will hurt the station involved, but 
the entire radio medium." Smith 
recalls a recent instance when a 
frozen food firm was sold on a 
creative approach involving pro- 
gram vignettes. "But in one mar- 
ket, a competitor to the station 
chosen disputed tin 1 bin on a nega- 
tive basis. The salesman knocked 
the chosen station mercilessly and 
falsely. The buyer was recontact- 
ed and put in direct touch with the 
station manager, and the false al- 
legations were disproved. But because doubt had been raised, the 
Inner felt it necessary to notifv the client. Not being familiar with 
radio controversy, he panicked and the entire budget went out of 
radio. Moral: When \ ou knock the competition, you ma\ knock your- 
self (and the industry' out of a budget. Buyers, insist presentations 
be positive, documented, and constructive Don't indict an industry." 

Herbert A. Claassen, account executive, H-R Television. Inc. Y Y., 
feels the Inner-seller relationship is strengthened when a timebuyer 
openly divulges an\ spot schedule he has placed. •"Frank discussion 
on the part of media people and station representatives regarding 
days and times of spots placed and costs paid has resulted in more 

efficient s| lu | schedules for adver- 
tisers," he contends. "In addition, 
the shaping of rate structures 
which continue to provide adver- 
tisers with maximum audience for 
dollars spent, have resulted. H-R 
has long advocated tin- exchange 
of information in order to assure 
the agency and advertiser that the 
best buy possible is being made. 
The reluctant buyer mav be penal- 
izing his client bv blind!) riding 
with a given schedule. A fullv in- 
formed representative mav be able to work out new proposals that 
can be more effective than schedules alread) running. \ good bin 
can almost always be made better. However, we believe a represen- 
tative must be a fully informed salesman to help a buyer effect any 
improvements. Major agencies have shown a belief in this concept 


College of the Air 

Now in its eighth consecutive year, this 
tri-weekly adult-level educational series is 
designed for classroom use in senior high 
schools, in colleges, and for home-viewing. 
Through close cooperation with eight col- 
leges in the Channel 8 coverage area, 
WGAL-TV offers alert, diversified program- 
ming. College of the Air is just one phase of 
this station's many public service activities. 

Lancaster, Pa. • NBC and CBS 

Clair McCollough, Pres. 

Representative: The MEEKER Company, Inc. 

New York • Chicago • Los Angeles • San Francisco 


■ ft. 


Most significant tv and radio 

nru s of the week with interpretation 

in depth for busy readers 


16 JANUARY 1961 

Copyrliht 1 96 1 



Don't be surprised if Shell, now using bulletin-type page newsprint ails \iu 
OHM, gets hark in the tv fold in June or July. 

Information has seeped out into the tv trade that Shell has plans for taking up with tv 
again after this educationally-famed print campaign has run its course. 

Following Shell's exit from tv it was reported that TvB was blueprinting an exhaus- 
tive presentation on tv's effectiveness as a medium for selling gas and oil. 

The hattle for daytime business among the tv networks can't help but get even 
hotter: CBS TV appears to be coming around to the scatter plan concept intro- 
duced by ABC TV and adopted in 1960 by NBC TV. 

What may be expected from CBS within the next two weeks is, in substance, a set of new 
policies which will make it easier for CBS salesmen to compete for the daytime dollar. 

In effect, CBS would be parting with traditions and taboos to which it's clung from the 
time it emerged as a reigning radio network. 

The event that it is believed tipped the applecart at CBS was the loss of about $3 
million worth of Colgate daytime business to NBC. The latter network, among other things, 
agreed to the acceptance of 30-seeond commercials, one to be inserted following the 
billboard and the other at the closing point of the program, a concept originated by ABC. 

The shows figured to go scatter plan on CBS: Lucy. December Bride. Video Vil- 
lage. The Millionaire. Full Circle and Clear Horizons. 

Two margarines — Mrs. Filbert's (Y&R) and Lever's Imperial (FCB) — were 
among the accounts the past week that called for spot tv availabilities in New York. 

Mrs. Filbert is scheduling minutes for eight weeks. 

Other buys out of New York: Peter Paul's Chiffon candy (D-F-S) : Lever's Reward 
I JWT) : Minute Maid's banana and orange juice (Bates) ; P&G's Premier Duz (Compton). 

Chicago's new spot tv activity included: Quaker's Puffed Wheat and Puffed Rice 
(Compton). back to 50-odd markets; Quaker's Flako fC. E. Frank) : Pard dog food (D-F-S). 

Wrigley iMeverhoff) is reevaluating its spot tv markets for another 52-week buy. 

Consider this as the semi-official sign that the new network buying season is on : 
ABC TV's Ollie Treyz has in a general way been talking to major agencies on the net- 
work's programing plans and listening to feelers about the acceptability of certain idea*. 

The impression that these agencies have got from Treyz and also off-hand conversations 
with NBC TV is that they can expect for next season a further increase of network 
controlled one hour shows as spot carriers. 

As things shape up for network tv in Detroit at the moment the various divisions, 
with the exception of Chevrolet and Ford, will be much slower than normally to 
make their commitments for the 1961-62 season. 

The likelv tack: postpone the buying until perhaps as late as May. in contrast with 
last year when they were all blocking out their orders in February and March. 

The handicap, obviously: they haven't any idea on how car sales will go the next 
sixty days and hence can't make any estimates for production of the l')()2 models. 


16 JANUARY l')()| 


SPONSOR-SCOPE continued 

It looks as though CBS TV is starting off the 1961-62 season with $32 million 
in hillings snugly in the till from its No. One customer, General Foods. 

Reports have it that there's been a meeting of the minds on what the White Plains 
giant would like to have in the way of nights, hours and program sequence. 

A year ago this time, it will be recalled, there was much bickering between GF and 
the network over CBS' new discount structure. The matter was compromised. 

Trade speculation anent McCann-Erickson's latest corporate realignment: it 
could be the final, or one of the final steps, toward the issuance of a public stock 

Also read into the move: the company has learned a lot from its overseas offices — it's 
got 43 of them — and is molding its structure according to the diversification operations 
that are practiced by agencies in these foreign countries. 

The changes: 

• McCann-Erickson Advertising (U.S.A.) becomes McCann-Erickson, Inc., and the McCann- 
Marschalk Co. has been incorporated as McCann-Marschalk Co., Inc. 

• The parent company will now be Interpublic Incorporated, and this setup will pro- 
vide for its affiliate companies' (five of them so far) management and financial guidance, and 
"such central services as personnel and accounting." 

• Marion Harper. Jr.. remains chairman and president of the parent company, with hie 
court consisting of these money and account-keeping specialists: Frank K. White 
vice chairman; Frank A. Sherer, financial v.p.; William S. Taggart, treasurer and Henry E. 
Allinger, controller. 

• McCann-Erickson Corp. (International) will run Interpublic's overseas operations. 

In 1960 a number of the bigger agencies flexed their muscles for a spot in tht 
international sun because of client expansions in that direction, but the agency mer- 
gers on the domestic scenes weren't of enough import to make history. 

As it turned out the most active region for mergers was the west coast. 
In terms of joint money involved, the more conspicuous mergers during the latter six 
months of 1960 were these: 



Bates; Chambers, Wiswell, Shattuck, 

Clifford & McMillan 
Grant; Robinson, Fen wick & Hayes 
Grey; L. N. Hartman 
Ross Roy; Brooke. Smith, French 

& Dorrance 
Geyer, Morey, Madden & Ballard; 



Ted Bates 

Grant, Fenwick & Baker 

Grey Advertising 

Ross Roy, BSF&D 


$130 million 

9 I million 

51 million 

25 million 

35 million 

(For outstanding mergers the first 1960 half see 11 July SPONSOR-SCOPE.) 

They spent more time in 1960 than 1959 viewing tv not only in toto but for 
every segment of the day and night. 

Here's a Nielsen day-part breakdown for the two years in terms of average hours of dailj 
\ icu ing per home: 


9 a.m. -12 noon 32 minutes 

12 noon- 1 p.m. 55 minutes 

I p.m.-8 p.m. I hour: 12 minutes 
.". p.m.-l I p.m. I hour; l f > minutes 

I I p.m.- 1 a.m. 28 minutes 
1 a.m.-') a.m. 19 minutes 
Total Day 5 hours: 45 minutes 

29 minutes 
")2 minutes 
1 hour: 39 minutes 
1 hour; 111 minutes 
27 minutes 
13 minutes 
5 hours: 28 minutes 



16 JANUARY 1961 


NBC IN Btaged quite ;■ comeback in daytime billings the closing quarter ol 

Ii was not <>iil\ the best quarter in thai area the network's had in some time, but the 
margin over I 1 '")' 1 ma; be .1- high as 30%. 

Look for MM! TV to make a bi«j splash over the advantages t<> be had in day- 
time sponsorship from live personality programs us against film fare. 

Il will be in the form of a presentation due out at the end of this month which will rile 
research figures to demonstrate thai the lead-in 1»\ a program personality delivers more 
believability, memorability and total sales effect. 

I hi-- personal salesmanship, the presentation will argue, is something that can't be put 
on a slide rule or the media analyst or buyer can't measure. 

The latest word out of du Pont regarding what it may do in 1961-62 network 
tv: a one-hour program that would serve as a 52-week umbrella for corporate and 
product participation has been picked and is now being submitted to various divisions. 

Translated: the show, which was BUggested by a network, is okay with corporate ex- 
ecutives hut a budget now has to be built from among the various du Pont products. \n 
exception may be the textile fibres department, which would prefer to go on sponsoring 
its own network series. 

If the weekly hour idea goes through, BBDO will most likely <;et the assignment. 

What likely will stack up as a first: Disney (La Roche) buying minutes on 
network spot carriers to exploit its current release, Swiss Family Robinson. 

This would he in addition to its local promotion budget for tv and radio. 
One of the likely network buys: the Shirley Temple show. 

Merely as an index to how the network tv leaders are doing in terms of cost- 
per-1.000 this season, here's bow the most economical 20 shaped up on the basis 
of VTI for the four weeks ending 16 October: 


Wagon Train NBC $2.21 

Gunsmoke CBS 2.31 

Price Is Right NBC 2.49 

Have Gun Will Travel CBS 2.59 

77 Sunset Strip ABC 2.80 

Bonanza NBC 2.82 

Checkmate CBS 2.89 

Perrv Mason CBS 2.89 

Heal McCoys \BC 3.04 

Lawrence Welk ABC .ol 

Maverick \BC 3.05 

I ntouchables \RC 3.10 

I. a ramie NBC 3.10 

Rawhide CBS 3.13 

Cheyenne ABC 3.1 1 

Candid Camera CBS 3.28 

What's My Line CBS 3.29 

Hawaiian Eve \RC 3.30 

Lawman ABC 3.33 

Outlaws NBC 3.33 
Note: The average CPM for all shows for that period ran $4.38. 

SPONSOR • 1(> JANUARY 1901 21 

SPONSOR-SCOPE continued 

Several bellwether media directors of New York agencies have indicated to 
SPONSOR-SCOPE they are somewhat disturbed by the spread of the preemptible, 
or movable, spot among tv stations. 

The crux of their concern: these plans cause confusion, make life more difficult for the 
timebuyer and aggravate an already overwhelming load of paperwork. 

A couple of them said they felt that the stations were short-changing themselves with 
such plans, since they could get higher rates than those obtainable on a preemptible basis if 
they concentrated on grading the spots at their authentic value. 

Commented Adam Young, the latest rep to advocate the preemptible plan for his stations: 
the business must face up to the fact that the thing most subject to fluctuation is national spot 
and that it's imperative for a station to adopt variations in rates that will dispose of 
surplus spots. 

Campagna Sales (EWR&R) has bought a batch of daytime minutes for its 
candy weight-reducer, Ayds, on ABC TV and NBC TV. 

According to CBS TV, it was also approached but its Program Practices Board didn't like 
the product's copy. 

It's interesting to note that of the 40 industrial corporations which did over SI 
billion in sales in 1960 at least 15 have expended tv money for a corporate image 

The 15: General Motors, Standard Oil of N. J., Ford, General Electric, U. S. Steel, Gulf, 
Chrysler, Texaco, DuPont, Westinghouse, Shell, Standard of California, International Harvester, 
Firestone and Phillips Petroleum. 

Which brings this to mind: what might prove quite provocative would be a study show- 
ing how much of the average corporate ad budget is allocated for the specific purpose 
of focusing attention on the corporate image. 

A pertinent sidelight on this: Westinghouse's budget for the 1960 political campaign 
broadcasts was 25% corporate. 

Lorillard (Grey) picked up 26 minutes on ABC TV's Hawaiian Eye for its Old 
Gold brand to be played off during the first half of this year. 

The spots became available as a result of one of the original Eye sponsors wanting to 
sell off. 

Chicago reps are hoping to make up for some of the Lever (all and Swan) dol- 
lar tv loss at NL&B from P&G's Salvo — heavy duty detergent in tablet form — when 
it cuts loose with schedules on a national scale via Burnett. 

In the pull-out from NL&B, Lever assigned all to SSC&B and Swan to BBDO, which, of 
course, moved the disbursement of their spot dollars to New York. 

For a status insight into how spot tv buyers have been regarding prime 20's an 
I.D.'s in relation to other segments, note this analysis: 

Of the 55 national spot tv accounts handled out of Chicago in I960, 52 used day an 
night minutes exclusively, two used a combination of minutes and 20's and only one (May 
belline via Gordon Best) used chainbreaks exclusively. 

As far as Chicago is concerned, the same accent on minutes seems to prevai 
currently — which would indicate that the preference of the copywriter (who contends a min 
ute is needed to tell a product's story) still dominates over media thinking. 

For other news coverage in this issue: see Newsmaker of the Week, page 11: 
Spot Buys, page 48; News and Idea Wrap-Up, page 60: Washington Week, page 55; sponsor 
Hears, page 58; Tv and Radio Newsmakers, page 67; and Film Scope, page 56. 



Id i \m \u\ 1961 

KCMC-TV, Channel 6 

61 for Shreveport-Texarkana, 
soon to become Station KTAL 

(Pronounced Kay-Tall) 

announces the appointment of 


as National Representatives 
effective January 1, 1961 

■ There's big news in the Shreveport-Texarkana area. Four items are especially worth noting: 
1. KCMC-TV (soon to become KTAL) is constructing the South's tallest tower midway between 
Shreveport and Texarkana. 2. When this new tower goes into operation, in early spring, call-letters 
of the station will change to KTAL. 3. Rising 1587 feet above average terrain, the new tower and 
full 100,000 watt power will make KTAL the only station putting a city-strength signal into both 
Shreveport and Texarkana. 4. Advent of KTAL will bring three-network service to the Shreveport- 
Texarkana area for the first time. ■ RESULT: alert advertisers are already getting set for 
increased business in the rapidly expanding Shreveport-Texarkana market, with increased spot- 
orders. It's time NOW to get in touch with the nearest office of Blair Television Associates. 

NEW YORK 22: 717 F.flh *.r Pla/a 2-0400 
BOSTON 16: 118 Newbury St., Kenmore 8-1472 

CHICAGO 11: 333 n Ave.. Franklin 23819 
DALLAS 1: 302B Southland Center. Riverside 1-4228 
DETROIT 29: 817 Boon Blrtg . Woodward 1-8030 
JACKSONVILLE 2: Barnett Bank Blue) . Elg.n 8-5770 
LOS ANGELES B: 3460 Wilshire Blvd . Dunkirk 1-3811 
ST. LOUIS 1: Paul Brown B-dg . Garfield 1-5282 
SAN FRANCISCO 4: 155 Sansome SI.. Yukon 2-7068 
SEATTLE 1: while-Henry-Stuart B'dg . Mam 3-6270 

SPONSOR • 16 J \M \K. 1 ( )(»1 


oncentrate in 

Did you know? 

Over 233,000 
TV Homes 

• • • 

A Billion Dollars 
in Retail Sales 

• • * 

All in the 


TV Market 









49th and 


\ statement made on The Tom Ewell 
Show, CBS. of 3 January during a 
dialogue of the situation comedy, 
stated that "if \ou want to advertise, 
use the newspaper" or words to that 
effect. I believe most people in radio 
and tv recognize that our media do 
an excellent selling job over and 
above newspaper advertising. I. there- 
fore, feel that the dialogues of The 
Tom Ewell Show committed the un- 

\ erne Paule 
v.p. & gen. mgr. 
Evansville, Ind. 


Good yarn on ABC TV and Oliver 

Treyz in the 2 January issue. 

The caption on the photograph, 
however, omitted the name of the ex- 
ecutive (fourth from the left) in the 
group conferring with Ollie. He is 
Charles Ayres, vice president in 
charge of eastern sales. 

Michael J. Foster 

v.p., press information 


N. Y. C. 

Note taken 

We would like to call \ our attention 
to a discrepanc) in the article en- 
titled "I'.r. Firm Spurs Grass Roots 
Radio" appearing in the 2!! Novem- 
ber edition. 

Under heading '"Dealer Chose 
Them lot The Bulb Spots" on page 
11. call letters of our station appear- 
ing 10th up from bottom should be 
KCSR, Chadron. Nebraska instead of 
k ^SR. 

John J. Miller 



Chml rati. Xeb. 

Not small at all 

In jroui sponsor storj ("Business 
Outlook for L961") of 2 January, 

L961, Mr. Richard Dohert\ predicts 
that "radio's gains will be small." 

I'm not trying to second guess the 
expert, but I think Mr. Doherty's pre- 
diction, as far as radio is concerned, 
is slightly on the pessimistic side. 
Particularly insofar as specialized ra- 
dio is concerned — radio that is 
beamed toward a particular ethnic 

In the case of specialized radio. I 
think 1961 will see a far greater in- 
crease than the 3'< that Mr. Doherty 
has predicted for the vear. I also feel 
that a great deal of former tv money 
will find its way into this particular 
segment of the radio broadcast field. 

My main basis for my prediction 
is that at WL1B. which enjoyed a 
1 l'i increase in billings in I960 oxer 
1959. over 95^S of the national spoa 
sors who were on a station in 1960 
have alread\ signed renewals for 
1961. In addition to these renewals 
a great main national advertisers who 
use the facilities of WLIB to reach 
the Negroes in the New ^ ork Metro- 
politan market have indicated they 
intend to continue to use the station 
to reach this important segment of the 
New York audience. 

The economic standards of thesl 
specialized audiences have been raised 
to such an extent that sponsors are 
now reaching out to these particular 
groups whose earning power now he- 
comes a factor to be reckoned with 
in an) market bin . 

I also think that 1961 advertisers 
who have assigned much of their 
budgets to t\ will return to radio. 
again, particularly, specialized radio, 
due to rising costs and indefensible 
CPM's and that the downward trend 
of telex ision programing will help ra- 
dio continue its rapid expansion and 
general upward progress. 

Harrx \o\ik 
general managef 

n i. in 


1<> JANUARY 1061 



On Friday, April 1, 1898, three new clocks were all started at precisely twelve 
noon. At noon the next day clock A recorded the correct time,* clock B had gained 
one minute and clock C had lost one minute. This state of affairs was allowed to 
continue without correction. When (date and time of day) were all three pairs of 
hands again pointing at the same moment to twelve o'clock'.' 

Solve this time-consuming problem and win a copy of Dudeney's "Amusements in 
Mathematics" — Dover Publications. Inc., N. Y. If you have a copy, say so and we'll 
provide another praiseworthy prize. 

* You could see this one sneak up: When you have time-buying problems on your hands in the 
Washington market, we modestly request you to remember that WMAL-TV's audience is bigger 
than anyone else's during those valuable hours — 6 p.m. to midnight, all week. (ARB November, 


Washington, D. C. 

An Evening Star Station, represented by H-R Television, Inc. 
affiliated with WMAL and WMAL-FM, Washington, D. C; WSVA-TV and WSVA, Harrisonburg, Va. 


16 JANUARY 10()1 


72 episod 
time perioi 

Station programmers looking for 
real home-hitting quality— BROKEN 
ARROW'S now available locally for 
thefirst time, directfrom its striking 
success on the network. Nationally, 
BROKEN ARROW hits bull's-eyes 
both on Tuesday nights at 9 pm and 
on Sunday afternoons at 4:30 pm, 
repeatedly lifting the ABC TV net- 
work into a top challenging position 
in ratings and share. Adult viewers truly enjoy BROKEN ARROW— 
67% worth for smart program-renewing sponsors General Electric 
and Miles Labs! And all-family audiences yum-yummied their candy 
and cereals from sponsors Mars Inc. and Ralston Purina. Michael 
Ansara and John Lupton star in this 20th Century-Fox produced 
series. You'll star in your market when you're first with BROKEN 
ARROW— in any time period. Better wire collect now. 



16 JANUARY 1961 

HEADING for the West Coast for filming of Father of the Bride, BBDO v. p. George Polk cleans up details with secretary Daphne McLaughlin 

With three major BBDO clients now involved in show financing, 
agency program chiefs are examining practice's pros and cons 

I his week.. BBDO's vice president 
in charge ol programing will arrive 
in Los Angeles from New York with 
a thick. hea\ \ presentation hinder 
under his arm. This one, fittingly, 
is bound in white leather, just like a 
wedding photo album — and contains 
the shooting script for the pilot film 
of a new television -cries. Father of 
the Bride. 

George I'olk made this same trip 
a year ago. and thus became the fa- 
ther of the onl) show on network t\ 
in the 1960-61 season whose creation 
including a pilot was whollj 
financed 1>\ it- eventual sponsor. 

That sponsor. Rexall Drug Co.. 
got network status with \ational I el- 
ret. which it sponsors on alternate 
weeks with General Mill?-. Now Gen- 

eral Mills will risk the $75-100,000 

for creation of the Father >eries. \n 
announcement is expected in Fel>- 
ruarj of -till another BBDO client 
who will back a -how from it- incep- 
tion, this one featuring a motion 

picture star bowing a- a t\ regular. 
The earlj risk concept i- not new 

(JWT and Benton & Bowie-, among 
other-, have tried it in the past with 


varying degrees of success i hut 
BBDO's apparent commitment to the 
policy and the enthusiasm of its 
clients has other agencies, they ad- 
mitted, investigating the possihilities 
of such early ties 1>\ their clients to a 
final product. 

And at several of the bigger agen- 
cies, programing departments have 
been quietly but actively probing the 
problems that surround client origi- 
nation of shows. As one programing 
chief put it. "You wouldn't be able 
to call it a "trend' as yet, but there is 
no question that serious considera- 
tion is being given to program de- 
velopment of this type by us and a 
couple of our clients." 

\\ hy this sudden new interest in 
clients getting back into show origi- 
nation? Simplv. the constant search 
for new shows, complicated by agita- 
tion by sponsors who want to know, 
■"\\ hy doesn't my agencv do some- 

Rexall was successful 
with pilot financing 

'NATIONAL VELVET' was backed from 
its inception as a series by Rexall 
(BBDO). Starring Lori Martin (below), 
it's a good bet for a second season 

thing like this for me?" — and coupled 
with the problems of the advertiser 
who is not a kingpin on network tele- 
\ Ision. They include: 

• The casualty rate. With three- 
network competition a reality, the in- 
satiable network tv tapeworm con- 
sumed 113 out of 353 nighttime 
shows in the past three seasons. 65',' 
of them first-year entries. And sev- 
eral agencj sources expect the 1960- 
61 fall-out to be even heavier. 

• Network or packager-owned 
shows are usually offered to the top 
web advertisers first, giving the 
lighter network user slim pickings. 

• A network-owned property of- 
fered to an advertiser may be in a 
time period the advertiser doesn't 

How does this differ from normal 
practices? Here are some illustra- 
tions: Of the approximately 20 shows 
(only 15% of all nighttime network 
programs) still controlled by the ad- 
vertiser, two — The Law and Mr. 
Jones (ABC) and Peter Loves Mary 
(NBC) were originally made for 
BBDO's June Allyson-du Pont pro- 
gram, and were taken over by Procter 
& Gamble after their pilots had been 
completed. In the same way. Danny 
Thomas' company produced the 
Andy Griffith Show pilot, then sold 
it to General Foods, which had first 
call as sponsor of the Danny Thomas 

But Rexall. General Mills land 
that third BBDO client I . started pick- 
ing up the tab at the lunch that de- 
cided. "That's a great show idea. 
Let's get to work!" They were en- 
couraged, according to George Polk. 
1>\ the attitude of the networks, which 
he described as "primarily interested 
in a good show." Said Polk. ''Two 
out of three have a prettj open mind 
about this: one is very interested in 
obtaining properties this way. 

"If \ on really have a good show, 
they're interested; they're interested 
much more in your good show than 
in your money. You can end up 
-landing in line with cash in your 
hand if you have nothing to offer 
lull an investment in a top show. II 
\oii don'l have big bargaining power 
as a top network advertiser, you must 
lia\ i' a good show to offer. 

On ibis point Polk gets some op- 
position from several admen, includ- 

ing Kenyon & Eckhardt's group v.p. 
Steve Dietz. who contended that "the 
only client who should finance his 
own show from its inception is one 
who is already a multiple sponsor. 
If he believes he can pick a winner, 
he should go ahead. 

"The client who has only one 
show." said Deitz. "can't afford such 
a degree of risk: if a client doesn't 
have five or six shows committed, 
it's too big a gamble." As for the 
client without that many properties, 
"he should rely on the ability and 
judgment of his agency to find him 
good shows at good times at good 
prices. Its a question of profession- 
al capability ." 

But BBDO believes that the risk 
can be minimized if all of the follow- 
ing elements jell: 

1 — \ ou must have a substantial 
premise, a solid show idea, a well- 
thought-out situation on which great 
care has been taken. 

2 — You must have confidence in 
your producer. 

3 — You must have definite writers 
committed to write a guaranteed num- 
ber of episodes. 

4 — You must have a complete pilot 
script, with casting suggestions. 

5 — You must have a writers" man- 
ual to be followed by succeeding 
script authors, to keep the show'- 
premise as it was intended. 

6 — You must have a director as- 
signed, a top man. 

BBDO does not recommend the ap- 
proach "unless you have an out- 
standing property and outstanding 
production personnel." 

At an agencv which lias tried initial 
client financing in the past, the pro- 
graming chief agreed that with the 
proper set of factors this method 
"was and will be used by our agen- 
cv." One function of an advertising 
agencv. be noted, is to develop the 
best possible use of the television 
medium for its clients. "Should this 
include the approach of program de- 
velopment." be added, "this is a 
legitimate function. 

"The agencv must consider the use 
of tv from ever) angle. Co-produc- 
tion may be the besl answer: the 
purchase of minutes or hours may 
he the best answer: the purchase of 
existing network properties may be 
the best answer: the purchase of a 



16 JANUARY 1961 

Major agency program chiefs differ over pilot financing 


ONE FUNCTION of an agency: to develop the best 
possible use of the tv medium for its clients. 
Should this include client financing of program 
development, then this is a legitimate function. 


THE V.GENC1 should not recommend t<> a client 
that he back a pilot except under a very special 
set of circumstances. The client should, instead, 
depend on out judgment to find him a good thou 

IT IS A BETTER idea for the client who is not 
a network kingpin to back a pilot than the big 
guy. If successful, the little guy gets himself 
a show that might never have been shown to him. 

THE I >M. i client u ho should finance his mi n slum 
is one who is ahead) a multiple sponsor. The 
client with less than jour or five slum s committed 
cannot afford the degree of lis/, ahull is involved 

NOW THAT there are three strong networks in com- 
petition, although it's tougher to come away with 
a runaway rating, it's also harder to fail. Today, 
a show with a low-20's rating can be a success. 

WITH THREE-NETWORK competition, the Ian- 
den imposed is tougher. The odds are less than 
even thai a show won't male it into the second year. 
This makes pilot- financing all the more risky. 

propert\ from a packager max be the 
best answer, or complete client back- 
ing from initiation nun he the best 
answer. Each case must be judged 
on an individual basis." 

One element that all the agencymen 
stressed was the purpose of program 
initiation activity. There is no other 
motive, they pointed out. than to 
create advertising values for the ad- 
vertiser. \s one put it. "We do not 
help create shows in order to make 
money. The agenc) is not involved 
in an\ profit: there nun sometimes 
he profit for the client, but a rela- 
tively small amount. Our primary 
goal is to make a good show. Were 
not in business to make money that 
way . however." 

The fact of three networks in com- 
petition has put an increased burden 
on those in the programing business, 
lowering a show's realistic potential 
for success. Five \ears ago the top 
show in a time period could have a 
40-plus rating, and the competition 
something like a 10. Today, a show 
with a 30 rating can knock-off shows 
on both rival networks. 

Conversely, a show can survive to- 
day with a rating in the low 20's. A 
case in point is National Velvet itself, 
which against the toughest competi- 

tion possible (the second half of 
Maverick -24, and the first half of 
The Ed Sullivan Show — 23.4. accord- 
ing to the 4 December I960 National 
Nielsen T\ Index) still looks like a 
best bet to return to the network next 
season. Its rating — L9.5. 

"Ratings are misleading." said one 
ad executive, "hut the odds are about 
e\cn. or maybe 60%, that a show you 
go in with won't make it into the 
second year."' 

I he very competition thai is called 
an ■"increased burden" by a majoritv 
of agency spokesmen was called 
"security" by George Polk. He 
claimed that if an agenc) adheres to 
his six rules for creating a property 
it will have a better chance than five 
years ago. 

"\\ hi le it's true that it's tougher to 
come by a runaway rating today, it 
is also tougher to fail today. Toda) 
you shoot for 23 to 30, and if you 
miss you're liable to come up with 
an 18 to 23. There are no 40-pluses 
today, hut no embarrassing!) low 
failures, either. There is more secur- 
ity todav. making tv a safer adver- 
tising medium." 

BBDO's original presentation to 
General Mills contained this view of 
the chances for success, and also 

spelled out five major advantages of 

financing a pilot: 
Procuring a top tv property. Of 

the 200 or so pilots that come in 
ever) year, there are really only a 
handful that are considered to be 
plums. \ couple of these are sur- 
prise successes but the majoritv could 
have been foreseen. We would hope 
to pre-empt one of the plums from 
the market before it gets involved in 
the kind of machinations that a 
client who is not a network tv king- 
pin must go through. 

Better understanding of the ele- 
ments of the show. In addition to 
pre-empting top contenders from the 
open market, the financing of pilots 
makes show buying more intelligent 
and less chaotic. Rather than being 
under the gun of a snap decision, 
which is what happens at pilot time, 
the advertiser instead becomes com- 
pletely familiar with the background 
and all the elements "I the property 
with which he is becoming involved. 
The pilot is seldom the best episode 
of a series, and yel the whole -cries 
is often sold or killed on that film 

Program control. I>\ finam ing 
and being pari of the development 
of a series, the advertise] has the op- 


16 JAM ARY 1961 


portunity to exert considerable pro- 
gram control. This is particularly 
important for an advertiser where 
good taste is essential. The type of 
stories lie would not want could be 
eliminated and a direction taken to 
the agreement of all parties con- 

Better opportunity to choose co- 
sponsor and or time period. Main 
mi-takes arc likely lo he eliminated 
with this form of building a show 
since more time is spent in develop- 
ing it than normal. For example. 
most shows are developed in the fall 
of the preceding season, shot in the 
winter and made ready for the Feb- 
i uary-March- April buying season. 
\\ hen financed by the advertiser, de- 
velopment and production can start at 
am time. For example, story con- 
ferences and complete programing di- 
rection as well as the completion of 
the pilot script and casting can be 
done during the summer, and shoot- 
ing can start in the fall. Thus the 
pilot could be finished by December 
or January. This advance timing 
would make possible a better selection 
of co-sponsor and a choice time peri- 

The time to research the pilot. 
In addition to a more carefully 
thought-out and meticulously pro- 
duced series, this kind of timing 
would allow for research on the pilot, 
which is an important help in judg- 
ing the scries and a valuable safeh 

"That's the big value." said the 
programing head of a rival a<:enc\ 
after reviewing BBDO's points, "beat- 
ing the competition to a good idea. 
The risk is that you won't get it on 
the air. Then, again, there are a lot 
of people who wish their shows 
hadn't gotten on this year. 

"It's all pari of a general search 
b\ everyone to find a hit.'" he added. 
"Everyone i- trying to find the best 
ilr\ ice to get on." 

\inl George Folk, who thinks he 
has found that device, agreed. "If 
enough good shows were turned out. 
and enough good times made avail- 
able, these risks would not be neces- 

-,n \ ," be explained. "W e w ill con- 
tinue with program development as 
long a- oin clients need show- and 
cannot gel them from the usual 
sources." ^ 




^ Radio Code Board will set up a monitoring system 
for the Radio Code and also plans to extend membership 

^ Code subscriptions are at an all-time high since NAB 
opened code eligibility to non-member stations last July 

Last week the NAB Radio Code 
Board met in Washington to take ac- 
tion of importance to advertisers and 
agencies as well as to radio stations. 
High on the list of subjects tackled by 
the board were: 

• To set up a monitoring system 
for the Radio Code. 

• To give the code more teeth 

• To extend the application of the 

The meeting came in the wake of a 
year packed with code board develop- 

Code board members were told that 
code subscriptions are at an all-time 
high of 1.112 stations, representing 
2b'/( of all am and fm radio stations 
in the U.S. 

NAB Radio Code Board's new chairman is 
Clifford Gill of KEZY, Anaheim, California 

Last June the Code Board opened 
subscription privileges to non-NAB 
stations, and changed the code over 
from an honor system with no ma- 
chinery for enforcement, to a moni- 
tored svstem. 

Within the past \ car a full-time code 
administrator was hired in the person 
of Charles Stone, formerly of W MBR. 
Jacksonville, Fla. 

Last July the name of the code 
was changed from NAB Standards of 
Good Practice to NAB Radio Code. 
With the opening of subscriptions to 
non-NAB members, a designated fee 
was prescribed by the board, for the 
purpose of implementing the code. 
The formula is as follows: stations 
pay 10 times their highest one-minute 
rate up to $360. NAB member sta- 
tions get a 40' < discount. 

The Code Board's chairman. Clif- 
ford Gill, of KF.ZV. Anaheim. Calif., 
is most enthusiastic about the effect 
of the code. "We belie\e that code 
subscribers on the whole are doing 
a better job of building a public 
image and confidence which is not 
onlj helpful to our imlustr\ but of 
extreme importance to all agencies 
and advertisers who use radio." he 
told SPONSOR. 

"We ume agencies and advertisers 
to (lo two things," -aid ("rill. "These 
are i 1 i familiarize themselves with 
the code and (2) patronize stations 
that subscribe to the code." 

The code has been mailed to most 

agencies. If an agency, or an) in- 
terested partj doesn't have a copy, 
one can be obtained b\ writing to 
Stone at the \ \l'> offices in Washing- 

Uong \\ i 1 1 1 rigid implementation 


16 jam un l«Jf»l 

Radio Code On Acceptability of Advertisers, Products 

DISCUSSED at the NAB Radio Code Board meeting last week were several cases of stations' accepting 
advertisers and products which were deemed objectionable by the Radio Code. Here is how the code 
classifies objectionable product categories: 

\ commercial radio broadcaster makes his facilities available for the advertising <>l prod- 
ucts and services and accepts commercial presentations l<>r such advertising. However, he 
should, in recognition of his responsibility to the public, refuse the Facilities ol his station to 
an advertiser where he has good reason to doubt the integrity of the advertiser, the truth oi the 
advertising representations, or the compliance of the advertiser with the spiril and purpose oi 
all applicable legal requirements. Moreover, in consideration ol the laws and customs ol the 
communities served, each radio broadcaster should refuse hi> Facilities to the advertisemenl 
of products and services, or the use of advertising scripts, which the station has good reason to 
believe would be objectionable to a substantia] and responsible segmenl oi the community. The 
foregoing principles should be applied with judgment and flexibility, taking into consideration 
the characteristics of the medium and the form of the particular presentation. In general, he- 
cause radio hroadeasting is designed for the horn ; j and the entire family, the lollowing principles 
should govern the business classifications listed below: 

a) the advertising of hard liquor should not be accepted. 

b) the advertising of beer and wines is acceptable only when presented in the best of good taste and 
discretion, and is acceptable subject to existing laws. 

c) the advertising of fortune-telling, occultism, spiritualism, astrology, phrenology, palm-reading, nu- 
merology, mind-reading, or character-reading is not acceptable. 

d) all advertising of products of a personal nature, when accepted, should be treated with special 
concern for the sensitivities of the listeners. 

e) the advertising of tip sheets, publications or organizations seeking to advertise for the purpose of 
giving odds or promoting betting or lotteries is unacceptable. 

of the code, board members are also 
concerned with building the code's 
image, and the image of station sub- 

Concerning this point, board mem- 
ber Cecil \\ oodland posed the fol- 
lowing question to agency men: 

"W c realize that there are radio 
stations which are not subscribers to 
the Radio Code, and which consistent- 
l\ maintain standards of broadcasting 
equally as high as code stations, hut 
how do you as a radio buyer know 
this. - '" He continued. "Man) of you 
have already stated that it is impossi- 
ble for you to come into individual 
markets and study all station opera- 
tions, and so the non-subscribing sta- 
tion has on its hands the herculean 
job of getting the stor\ of its opera- 

tion to the thousands of individual 
radio buyers in the country ." 

"In the case of code stations, how- 
ever. Woodland continued, "you 
know that you are protected against 
buying time on a station where your 
client's commercials will he heard 
adjacent to plugs for fortune-tellers, 
hard whiskey, baitswitch advertisers, 
or an unpleasant personal product 
pitch. And you'll also he sure that 
\our client is not unhappily identi- 
fied with a questionable contest . . . 
one which ma\ anger listeners because 
rules, or prize details, are cloud) and 
misunderstood by listeners." 

Besides Gill, other Code Board 
members include Richard 0. Dun- 
ning. KHQ. Spokane: Elmo Ellis, 
\\ SB. Atlanta: James 1.. Howe, WIR \. 

Fort Pierce, Fla.: Robert P. Jones, 
\\ FBR, Baltimore: Herbert L. kreu- 
ger. WTAG. Worcester: Robert L. 
Pratt, KGGF, Coffeeville. Kansas 
George K. Volger, kW I'C. Musca- 
tine, la. : and ( '<■< il W Hand. W III 


The Code Board also indicated tin- 
desire to encourage subscriber sta- 
tions to designate their code subscrip- 
tion b) carrying the code seal in their 
station promotion and advertising, as 
well as stationery, or wherever the 
station's call letter- and logo appear. 
It was reported thai Standard Rate 
and Data asked lor a fee for includ- 
ing the code seal in listings. No tee is 
charged for RAJ3 or other designa- 

i Please turn to page 52 > 


16 JANUARY 1901 



^ Insurance company sharpens public service image 
via extensive loan program for 4 20th Century' episodes 

^ Prudential agents pick up where company leaves off. 
lineup leads through involvement in local activities 


f hot leads are the life blood of the 
insurance business, Prudential defi- 
nitely plays it cool. 

Two-thirds of the Newark-based 
company's national advertising budg- 
et Lines into the educational Twentieth 
Century program (CBS TV), nestled 
in Sundays "intellectual ghetto" time 

after it appears on the air. There 
were over 100.000 showings of the 84 
titles available last year. 

About 80 r /r of the showings are re- 
quested by secondary schools — cer- 
tainly no hotbed of life insurance 
prospects — and the agents do not get 
commercial with students, though 

'TWENTIETH CENTURY' has been Prudential's image-building vehicle since October, 1957. 
Winner of some 30 awards, the show delves into history and current affairs. Above: 'The Berliners' 

period. And rarel) do the commer- 
cials get around in building prospect 
lists b) soliciting requests for litera- 
ture. Rather they are devoted to pro- 
moting the services Prudential per- 
forms, and projecting its securit\- 
dependabilit) image. 

Furthermore extensive time and 
effort go into Prudential's film lend- 
ing service, which makes Twentieth 
Century available, gratis, to secon- 
dar\ schools ami adult organizations 

the) nun have a word or two with 
their teachers. The remaining show- 
ings are for adult groups, and here 
I 'indent ial does provide its agents 
with a golden opportunity for pros- 
pects and also furnishes plenty of 
advice on how In make the most of it. 
Though most of the film lending 
program's benefits are anything but 

tangible and immediate. Prudential 

sees the annual $190,000 investment 
as infinitely worthwhile. The com- 

mercials are included as originally 
run. so the audiences are not left in 
doubt as to their benefactor. If most 
of the viewers are still in junior or 
senior high school, that doesn't both- 
er Prudential, since these are tomor- 
row's adults, and when the time for 
insurance purchases comes, the com- 
pan) presumably will have the inside 

For school showings, the arrange- 
ments usually are handled directh b) 
Prudential's film lending service, but 
in the case of adult groups the local 
agent is encouraged b) Prudential to 
play as large a role as possible, since 
this is a major prospect-builder. 
Prudentials public relations and ad- 
vertising department, headed b\ 
Henry M. Kennedy, executive direc- 
tor, supplies the company's agents 
with instructions on how to make the 
most of the film lending program. 
Other key figures in this project: Jo- 
seph Hoffmann, assistant director of 
advertising: William F. Hedden. ad- 
vertising manager. 

Prudential agents receive, first of 
all. a general orientation folder spell- 
ing out the types of adult groups to 
approach with film offers, and how to 
go about it. There is a sample letter 
to organization leaders, informing 
them of the film lending service and 
encouraging them to take advantage 
of this opportunity. The folder even 
includes a sample news release to 
send to area newspapers when an or- 
ganization books a Twentieth Century 
episode. "\\ e show our agents how to 
conduct their own p.r. campaign," 
Kenned) sa\^. 

In addition. Prudential agents are 
equipped with complete lists of film 
titles, printed on a handv-for-mailing 
folder to send along to community 
groups. It is set up so the organiza- 
tion requesting film can check off the 
title, fill in the date desired for show- 
ing, and re-fold the sheet with Pru- 
dential's address on the outside. And 
it s read) for mailing. 

Prudential then semis the requested 
him to the agent in whose territory it 
is to be shown. That agent has the 
option of sending it over to the or- 
ganization, or playing a larger part 



16 JANUARY 1961 

iii the process b) actuall) putting in 
an appearance at the meeting. For 
this more aggressive agent, Pruden- 
tial sends a brief introductory speech 
along w ith the 61m, to guide him in 
saying a few words to the group 
about the show before the film goes 

\> a further means of keeping its 
agents fnll\ informed t>f what's hap- 
pening on Twentieth Century, Pru- 
dential sends them an " Advance 
News" release each week. I li is- de- 
scribes the upcoming program and 
spell:- out the topics to be covered in 
the accompanying commercials. The 
releases contain additional material 
designed to spark agent use of the 
films, such as quotes from agents who 
have found this a worthwhile source 
for expanding their prospects. 

The school phase of Prudential's 
local-level exploitation of its network 
l\ program includes studv aids pro- 
vided in advance of each program's 
appearance on the air a- well as fu- 
ture loan of the films. Mailed on a 
bi-weekl) basis to some 76,000 teach- 
•■r-. these "Television Teaching Aid" 
booklets feature background material 
in depth on each program. Also in 
the t\ teaching aids are lists of paral- 
lel readings, from books and periodi- 
cals, various audio-visual materials 
which might be obtained to supple- 
ment the show, suggested research 
projects for the students — and a com- 
plete list of tv stations that will be 
carrying the programs, with local 

Prudential officials see both imme- 
diate and long-range benefits in this 
teaching aid arrangement. Since an 
integral part of the study plan is 
watching the shows, it acts as an au- 
dience builder. To watch Twentieth 
Century becomes part of the students 
homework, so the parents presumably 
will not interfere, and main of them 
can be expected to join the audience, 
runs the reasoning. On the other 
hand, in homes where parents want to 
watch the show but v ield to the chil- 
dren's urgings for something more 
juvenile, the school tie-in can solve 
the problem. \s in the case of the 
film lending service, this associa- 
tion with school class work is ex- 
pected to have the far-reaching result 
of leaving students with a favorable 
impression of Prudential when the] 

Tv show helps Prudential's agents 

■ ■III); 


film lending o- service 

1 ' 

FUNDAMENTALS are spelled out in 
this folder, "Prestige and Prospects 
Through Your Film Lending Service." 
This informs agents of the kinds of 
organizations to approach with film 
offers, and furnishes a sample letter 
to their presidents describing the 
service. In addition there is a sample 
news release to be sent to local news- 
papers when a club in the area sched- 
ules a "Twentieth Century" episode. 

COMPLETE LIST of available "Twenti- 
eth Century" titles printed on ready- 
to-mail folder is supplied to Pruden- 
tial agents who send it along with 
letter to organization leaders describ- 
ing film lending service. List includes 
slots for date the film is wanted, and 
for alternate date. Form contains 
address of Prudential plus space for 
agent to stamp his name and address, 
giving applicant option of mailing 
request to either one. The folder is 
designed to fold easily for mailing. 


'ADVANCE NEWS' of each "Twentieth 
Century" episode goes out to the 
agents. This sheet not only describes 
the show's content, but fills in the 
agent on topics to be covered in com- 
mercials with the program. The rest 
of the material is devoted to firing up 
agents to take advantage of the film 
lending service. One approach is to 
quote from those agents who have 
made successful use of this facility, 
increasing sales, broadening contacts. 

MMM W ""• 1WSX31 MM I II !£■ ■ MM 


agents posted on their colleagues' 
progress with the film lending service 
tie-in. Pictured is an issue of the Cen- 
tral Atlantic Dist. magazine, in which 
a Prudential agent describes a film 
showing which netted 40 prospects. 


16 JANUARY 19C1 



Prudential gets in the schools 

BACKGROUND material in depth 
for each "Twentieth Century" epi- 
sode goes out to some 76,000 
school teachers to aid in related 
classroom work. "Television 
Teaching Aid" booklets include 
lists of parallel readings in books 
and periodicals and audio-visual 



l\u L«!Ml 0« 

aids that could further students' 
knowledge of the subject involved. 
There are several suggested re- 
search projects. Also in the book- 
lets is a complete list of tv sta- 
tions carrying the show, with local 
time. It is assumed that this program helps build audience for 
Twentieth Century, since the show is, of course, part of the home- 
work in this study project. The rest of the family presumably will 
look in along with the students. While the students are not yet in 
the market for insurance, Prudential values reaching them early. 

reach eventuall) insurance-buying 

In pointing out some of the rea- 
sons why Prudential devotes so much 
of its advertising effort to an image 
of solidity, dependabilit) and public 
service, instead of straight sell, Ken- 
nedy delved into the basics of the in- 
surance business. He said that, after 
all, insurance companies sell a prom- 
ise to pay money under certain cir- 
cumstances in the future. There is no 
solid merchandise changing hands. 
As he put it. "The consumer is not 
verj much concerned about what lie- 
comes of General Motors after he 
l>u\> one "I its cars, so long as parts 
arc readil) available. Bui he main- 
tains an interest in his insurance com- 
pany, in its ability to take care of his 
family in the future." 

Prudential s tv commercials are 
created l>\ Reach, McClinton. As ac- 
count supervisoi Thomas P. Crolius 
puts it. the) do not sell insurance. 
That's the job of tlie Prudential 
agent. The purpose of the commer- 
cials is "to make it easier for the 
agents to gel a heating. bv contribut- 
ing to Prudential's public image." 

While it is impossible to blend the 
commercials into individual episodes 
of Twentieth Century, which may deal 
with anything from military cam- 
paigns to sports events, the idea is 
that the\ blend in with the whole con- 
cept of the show. Savs Crolius, "The 
objectives of the program and the 
commercials are the same: to con- 
tribute to Prudentials public image." 

These commercials remain a part 
o\ the Twentieth Century films which 
have been viewed by some 11 million 
people under the lending program 
since its began back in January, 1 ( ).~>!!. 
Prudential reports that not one ad- 
verse criticism has come in regarding 
the inclusion of the commercials, and 
the companv considers this a strong 
indication of the success with which 
the) project the desired image, i Actu- 
ally, they're a trifle surprised at Pru- 
dential that some eccentric school 
inarm somewhere wouldn't have 
voiced disapproval <>f having the com- 
mercials in her classroom. I 

A prime example of how the Pru- 
dential film lending service can bring 
in qualitv prospects for its agents \va~ 
described in a recent companv pub- 

lication. Ilarrv Aigentiero of Pruden- 
tial's Central Atlantic Dist. is quoted 
as saving. "The film lending program 
is great. You not onlv get leads 
given to you, but vou reap all the 
prestige behind the tv series." Con- 
tinues Argentiero, " i <>u can qualify 
the prospects by selecting the groups 
you show to. Best of all, it doesn't 
take a great deal of your time."' 

\rgentiero describes his experience 
in showing the film "Addicted. Part 
I' to 70 people at a Citizens Civic 
League meeting. He had a friend 
who is a narcotics inspector address 
the group. Argentiero also gave a 
short talk, on the services offered by 
Prudential. Result: "'Out of the Civic 
League meeting. I got 40 leads — that's 
almost (>i)' < of the people present. 
Another thing. I sold a policy to the 
narcotics inspector who made the 
speech ! 

Prudential, long a sponsor of pub- 
lic service tv programs, is most 
pleased with Twentieth Century's per- 
formance in terms of ratings, awards, 
and public attitude. During the win- 
ter seasons, the show reportedly has 
been drawing audiences which com- 
pare favorabl) with the average night- 
time network show — this despite its 
Sundav (6:30-7 p.m. EST) time 

The show has received approxi- 
mately 30 awards, including a recent 
Emmy. Prudential reports that in pub- 
lic attitude surveys, approval of Pru- 
dential has its highest incidence 
among viewers of Twentieth Century. 

Prudential, which reportedl) has 
led the field in new life insurance sold 
for eight of the last nine vears. has 
concentrated on sponsorship of up- 
lifting tv programs since 1954 when 
it began a three-year association with 
CBS' You Are There, followed by an 
offshoot of that series called /// 1'ou- 
er. There were teaching aids with 
these shows, and extensive merchan- 
dising, but it wasn t until Twentieth 
Century that the film lending «a- 

Twentieth Century is a 52-week buy 
lor Prudential. Of each vears shows. 
2(> are new. 2(> repeats. The large, 
number of repeals is considered en- 

tirelv appropriate because survey! 
show a large audience turnover from 
week to week, due primarily to the 
Sundav time period. ^ 



1(> .1 VM'.UIY 1961 


^ A series of NBC studies l>y A. (]. Nielsen attack the 
theory 'daytime is for frequency, nighttime is for reach' 

^ Facts and figures on web daytime television open 
new doors for a practical and very effective purchase 


t ma\ l>r no coincidence thai 
NBC's current daytime resurgence is 
running parallel to its sharp attack on 
certain t\ dogmas. 

Bolstered by a series of studies 
done 1>\ Nielsen, the network has torn 
into what is still a commonl} held 
attitude: that daytime network tv is 
ureal for frec|uene\ hut its reach is 
nothing to brag about. 

NBC s studies were kicked off early 
in 1959 during a general slum]) in 
daytime billings. While the network 
had its competitive troubles, there was 
a feeling that a key selling problem 
was overcoming the belief that night- 
time's reach was superior to the day- 
time part of the schedule. Even the 
frequency advantages of daytime 
could not generate enough interest. 
Main clients felt land still feel I that 

frequency often can he wasteful. 

However, it was obvious to NBC 
and Nielsen researchers that, in the 
past few years, changes in buying 
patterns specifically, scatter plans 

plus the rock-bottom prices being 
offered, provided ready-made weap- 
ons for producing evidence of day- 
time network tv's greater audience 

NBC decided to probe into the sta- 
tistics of daytime tv at a series of 
analvtical levels. Their objective was 
to find out ill if nighttime is really 
letter than daytime television for 
reach. i2i if daytime television's fre- 
quencv per home is still stronger than 
nighttime. All things being equal, a 
good bin could be based on these two 
factors combined or reach alone. Fre- 
quencj plaj s a lesser part. 

\- the eh. hi <,ii page \6 indii ates, 
da) time iv buys are b) no mean- i on- 
fined to a narrow base ol homes 
i eached ovei and ovei again. ' >n the 

i <mii .ii \ . ,i mail lied budget compai i- 
son pio\ es da) time to be a bettei bu) 
(22.1 million homes \s. l.'J.I million I 
both l"i reach and frequent y. The 
comparison was tabulated b) \. C. 
Nielsen for a four-week cumulative 
audience base with costs virtuall) the 
same per schedule. \n alternate week 
nighttime show was u-ed with an 
above-average rating costing approxi- 
mate!) $90,000 bi-weekl) (time and 
talent i. Six programs costing about 
842,000 per week a total of $84,000 
made up the daytime flight. 

Not onl\ did the daytime schedule 
prove to be a more efficient bu\ foi 
advertiser- seeking reach — four mil- 
lion homes advantage but frequen- 
c) per home for the daytime schedule 
was more than twice as high. Another 
plus revealed in the first part of 
NBC's and Nielsen's three part -tudv 
of web davtime television was sched- 
ule size. The daytime schedule ac- 
counted for 42 commercial minutes 
although nighttime's schedule allowed 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 1 

Daytime schedule vs. nighttime program by quintile 


Number of homes reached in each quintile over four-week period 

By nighttime program By daytime schedule 

All Homes 

Source: NTI— March-April 19(50 





(Heaviest viewing 20%) 









(Middle viewing 20%) 



+ 500 






(Lightest viewing 20%) 


1 .600 



QUINTILES are derived by ranking homes in order of time spentviewing and dividingthem into five groups, 
each containing 20% of the homes, ranging from the heaviest viewers down to the lightest viewers. 



16 J A MARY 1961 

onlj six. Program costs were one- 
eighth the level of nighttime. 

The study, when anal) zed on a 
multiple commercial basis, also put 
daytime in first place. Total homes 
receiving two or more commercial 
impressions over a four-week period 
for daytime was L6.9 million vs. 14.2 
million evening homes — again, a day- 

time advantage of 2.7 million homes. 
As the 1960 chart below indicates, 
daytime has the edge on every level 
of reach and frequency. 

The second study conducted by 
Nielsen, as part of NBC's three part 
series, sheds further light on the day- 
time television audience. This data 
deals with the dimensions and char- 


Distribution of homes readied and frequency, 1956 







Total Homes Reached In 4 Wka 
Evenlnc-15, 200,000 


1 or 2 or 3 or I) or 5 or 6 or 7 or 12 or IS or 
more more more moir more more more acre sore 

Distribution of homes reached and frequency, 1960 




15,000 j 



To tal Homes Reached - 4 W)ta. 
Evening - 13,100,000 



THE NBC charts above, both computed by A. C. Nielsen from the 
NTI, January-February 1956 and NTI, 4-weeks ending April 3, 
1960 reveal a significant difference in results of daytime vs. night- 
time buys. The first chart represents a daytime schedule of five-a- 
week strips. A "modern" scatter plan represents current comparison. 

acteristics of the davtime viewing 

To effectively weigh the character- 
istics of daytime television homes, a 
quintile study tabulated by Nielsen 
was 'used. Homes were ranked in 
order of time spent viewing. They 
were divided into five groups, each 
containing 20' '< of the homes, rang- 
ing from the heaviest down to the 
lightest viewers. As in the case of 
reach and frequency, the family char- 
acteristics of the daytime television 
audience created an even more in- 
viting buy. 

The results of the second study 
showed that da) time television reached 
a substantial percent of the homes 
w ith large or medium size families. By 
contrast, daytime television reached a 
lesser percent of the smaller size fami- 
lies. Over a four-week period. 59.6' < 
of the households with five or more 
family members was reached with an 
average of 6.1 commercial minutes per 
home. Similarly, coverage of homes 
consisting of three to four people was 
also high — 51 .1 ' < at 5.3 messages per 
household. A small segment of fami- 
lies with only one to two members 
was reached — 39.1% of all families 
in that bracket — 6.3 times per house- 
hold. The percent of all tv homes 
reached with daytime television over 
the four week survey period was 
49.0' ( with a frequency of 5.8 mes- 
sages per household. 

Also measured was the average age 
of housewives reached with daytime 
television. The results showed that in 
addition to daytime television reach- 
ing families of substantial size, the 
average housewife's age was relative- 
l\ young. For measurement purposes, 
the age groups were broken down 
into three classifications. Young 
represents all the housewives reached, 
via the davtime schedule, between the 
ages of sixteen and thirty-four; mid- 
dle age represents thirty-five through 
forty-nine years: and fiftv \ears or 
older fall into the old classification. 
The daytime schedule reached 56.0% 
of the young housewives with a fre- 
quence of 5.6 commercial impressions 
per home: 56. V < of the middle-aged 
housewives with 6.0 commercial im- 
pressions; and Id. 5', of the older 
housewives with a 6.1 frequency. 
\s mentioned previously a quintile 
chart (page 35) was also used to out- 
line the effectiveness of daytime tele- 




Id JAN1 \i<\ 1961 

vision. Daytime viewing was high 
among the heavj television viewers. 
Over the same four-week period, the 
beaviesl 20' i of \ iewers I 1 I ac- 
counted for 6.6 million homes on t hi ■ 
daytime schedule vs. 1.2 million on 
tlit- nighttime schedule a bonus <>f 
more than 57' « . Da\ time's reach was 
also high among quintiles (2) and 
(3) — 6.6 million and 3.9 million 

home- reached VS. nighttime's pro- 

gram reaching 5.1 million and .'5.1 
million homes respectively. Nighttime 
came out on top in the homes view- 
fog lightest, il» and (5), however 
daytime's loss was slight. These are 
■mall famil) homes with a relativel) 
high proportion of older members. 

Although not indicated on page 35, 
NBC's quintile stud) also showed a 
verv high frequenc) per home for the 
daytime flight. Over the same four- 
week |*i iod. the heaviest viewing 
quintile (top 20' < I revealed a day- 
time frequenc) of !'>.■"> impressions per 
home vs. the nighttime program im- 
pression of 3.6 —a daytime advantage 
of 4.9 commercial impressions per 
home per month. Similarly, daytime 
reached more homes in three out of 
five of the quintiles. Again, nighttime 
had the edge in the lightest viewing 
quintiles with onl) a slight margin. 

The final NBC stud) conducted by 
Nielsen was prepared to sum up 
the previous two. Ml the original 
data was gathered and recalculated on 
an eight-week basis rather than four- 
weeks, in answer to the question "all 
that information is fine but what 
happens over a longer period of 

The results wen- as expected- day- 
time television remained a better bu) 
at even level studied. Based on eight 
(reeks ending 3 \pril I960, daytime's 
reach was 27. 5 million homes vs. 24.0 
million homes on the evening flight 
a daytime advantage of 3.5 million 
homes. Again, daytime frequenc) was 
substantially higher. Commercial 
impressions per home for the eight- 
week nighttime schedule was 4.5 
while daytime was more than double 
with a 9.4 frequenc) . 

The entire NBC stud) conducted by 
Nielsen proved daytime television to 
be a practical bu) for an alert adver- 
tiser willing to forget the widely held 
theorv that "web daytime television is 
great for frequenc) but poor for 
reach." f^ 


16 jam via L961 

COPY PLANS for their fm radio campaign are exchanged by Richard Walker (I) Larry Hatch, 
owners of the Robert Office Supply Co., and satisfied fm advertisers for the past two years 


A%mong the increasing number and 
varietv of advertisers using fin today, 
is one whose two-year loyalt) to the 
medium continues to pav off in added 
sales and compan) prestige. 

Dealers in quality lines of office 
furniture, stationery, forms and sup- 
plies, as well as designers and install- 
ers of complete offices, the Roberts 
Office Supply Co. of Portland. Me., is 
convinced that the best and fastest 
wav to reach the qualitv consumer is 
via a qualitv medium. As co-owner 
Richard Walker explains it. "We're 
not after the mass market — the small 
purchasers of greeting cards, small 
quantities of stationery and so forth. 
We want to reach the executives who 
want top qualitv equipment in their 
offices. \\ e knew we could i each an 
important segment of this group 
through the fine music programing o| 
W MTW -INI. since all the audience 
studies we saw indicated a select 
grouping of professional men. execu- 
tives, and office managers." 

That, plus partner Larry Hatch's 
affinit) to classical music programing 
for his advertising i he was at one 
time a professional musician and is 
on the board of the Portland Sv m- 
phony Orchestral, prompted their 
first purchase of one-minute spots on 
WMTW-FU (Poland Springs-Mt. 
W ashington i two years ago. \\ ith the 

station's tri-state coverage of Maine, 
Vermont, and New Hampshire, Walk- 
er and Hatch found themselves reach- 
ing exactly the market the) wanted 
small, but select. 

Scheduled within the 6:30-7 p.m. 

slot, five nights a week, the commer- 
cials are straight, practical sell. Cop) 
features office furniture, an office 
planning service and an office 
furniture leasing plan. Says Hatch. 
"Our commercials are designed to 
cover all aspects of the business. Hie) 
are written with a loftv approach in 
an attempt to influence the executive 
decision maker of a business." 

Apart from sales results leach of 
the last two years shows a 20^! in- 
crease I Hatch and Walker are par- 
ticularly pleased with public reaction 
to their spots — in the form of custom- 
er "fan mail"" thanking the compan) 
for helping sponsor a classical music 
program and the warm reception ex- 
tended Roberts salesmen. 

So satisfied is Roberts with their 
advertising, that "we wouldn't think 
of changing it." says Hatch. "We use 
other broadcast media from time to 
time, and will continue to do so, but 
the fine W M I W -I'M programing 
uniquel) tits our advertising need-." 
Roth he and W alker hope to be ex- 
panding their use oi the medium in 
the verv near future. ^ 



ABC BRASS at Hagerty press conference (l-r): S. B. Siegel, Thorn as Moore, Oliver Treyz, Michael Foster, Leonard Goldenson, Hagerty 


^ Presidential press secretary takes over as ABC TV 
v.p. in charge of news and public affairs on 23 January 

^ Hagerty, in first press conference, says he won't 
be on-air commentator, will build strong news staff 

Lb.i-1 week, in one of the briskest, 
brightest news conferences ever held 
in broadcasting circles, ABC unveiled 
its new television v.p. for news, spe- 
cial events, and public affairs, the re- 
doubtable James C. Hagerty. 

Hagerty. since 1952 press secretary 
under President Dwight D. Eisen- 
hower, was introduced b\ AB-PT 
president Leonard Goldenson. and 
fielded the questions of some 50 news- 
paper, magazine, and trade newsmen 
with the aplomb and good humor oi 
an old pro. 

Though lii> \BC job doesn't be- 
come official until after the Kennedy 
inauguration rlageit) took four-days' 
leave of absence last week (without 
pay, he was quick to point out) to 

meet the press and attend \BC affili- 
ates and board meetings in Miami. 

I rider Hagerh leadership, said 
Goldenson, \BC plans to "expand 
considerably" its new coverage, with 

"special attention to Latin America." 
The White House press chief declared 
he considered the strengthening of 
ABC's reporting staff his first job, 
and said he would look for trained 
newsmen, not simply on-the-air-per- 

Replying to questions, he said (lath 
that he would not himself make t\ or 
radio appearances. t"I m not a com- 
mentator, and if I tried to lie one it 
would stop competition within in\ 
staff— which I want." I 

Anticipating the objection that be- 
cause he had been so long identified 
with the Republican administration 
he might have difficult) in presenting 
political news impartially, Hagert) 
declared, "I think I can do it. But 
the proof of that will be in the per- 
formance. If you find 1 don't do it. 
it will be your dutj to clobber me. 

Washington, said Hagerty, will be 
an immediate target (or strengthening 

ABC news facilities since "it is the 
"news capital of the world." He plans 
to work first on problems invoking 
ABC staff, but has in mind visits to 
all major ABC affiliates, and later, 
with Goldenson. a world news inspec- 
tion trip. 

Howls of laughter greeted the ir- 
reverent question. "Do \ ou intend 
to hire Art Buchwald?" Hagerty 
grinned, recalled that he had "got up 
on the wrong side of the bed" on the 
morning of his now-famous tiff with 
the syndicated humorous columnist. 
He added that, in the job he had 
held, he thought he had a right to 
"blow his top" occasionally, and 
probabl) would do so at ABC. 

Asked about bis ABC salary, he 
replied "I can live on it. but de- 
clined to name the figure. He said 
that he himself had set the amount in 
his negotiations with Goldenson. and 
though he understood it was "some- 
what lower than some other com- 
parable jobs paid, he wanted to prove 
that he could earn the right to more 
monej . 

Joe Michaels. NBC news commen- 
tator, threw a curve at Hagert) with 
his barbed question, "Does your new 
job mean. Jim. thai \BC is taking a 

i Please turn to page 52) 



1(> JANUARY 1%1 



Network tv ratings enjoy increase 

^ End-of-year report shows a nominal increase over 
last year in network television's average program rating 


ii spite of an expected leveling oil 
in television program appeal, in view 
of last year's slight decrease, the 
average rating for network televi- 
sion shows managed to climb a tew 

Based on \. ('. Nielsen's monthlj 
network television index— in this par- 
ticular case November-December I960 

-the figures represent average pro- 

pram performance for nighttime 30- 
and 60-minute programs. 

In 1959, the drop-off seemed to in- 
dicate a gradual trend of disinteresl 

which would conclude at a level slight 
l\ helow the present figure. However, 
the 1960 figure has reversed the ex- 
pected trend, lending support to a 
higher average. 

Another point of interest in the 

chai I directh below is the numbei ol 
shows scheduled during the survej 
pei iod. I' i om L958 to 1959 the num- 
bei ol pi ogi am* increased bj I" but 
the rating look a fall. I>\ contrast, 
although increasing onl) six shows in 
I960, the rating increased. 

In radio, the average program rat- 
ing 1 1 a- been virtual!) at the same 
level. Ironically, where the number 
of programs increased, the averagi 
rating decreased. This hold- true for 
the three-year comparison: 1959, rat- 
ing up. programs down: I960, rating 
dow n, programs up. ^ 

e niiiiiiiiiniiiiniiiiuiiiiiii mi iniiiiiiiiiiiiimiiiiiii iiiiiiiiiiiiniiiuiiiiiiiiii iiiiiiiiiiniiiiiiiiiiiiiiiiiiiiini m iiiiiiiiiiiiiiiiiiiiiiiiiiiii miiiiiiiiiiiminiii i iiiiuiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiinii iiinmi iiiniiiiiiiiiiiiuiiiiii. 

Average program performance during winter months 

(Nielsen Average Audience, November-December Each Year) 

Daytime* Evening** 







U. S. Tv Homes 















No. Programs 65 60 78 122 132 138 

1". minute adult program* 

minute ami one hour programs 



Specials scheduled during four weeks ending 12 February 





BelU Howell Close-up (A) 

$ 30,000 

Bell & Howell. McCann, 

Inauguration Special ' N > 

Purex. Weiss. 1 20 

1 22. 2 6. 2 16 

J. F. Kenned] Report 1 N 1 

1 31 

Bell Telephone Hour 1 \ 1 


AT&T, Ayer, 1 20. 2 3 

NBC Opera (N) 

sust, 2 5 

i BS Reports (C) 


Philip Morris, 1 19 

National Ml Star Bowling 1 \ 1 

Gillette. Miles. 1 21 

Art Carne) Show (.N) 


Timex, Doner. Sara Lee, 

Omnibus i \ • 


Aluminum, JWT. 2 5 

C&W. 1017 

Project 20 (N) 

sust. 1 24 

ting Crosby Golf 1 \< 


Oldsmobile, Brother, 1 22 

Remember How Great <\> 

Am. Tobacco. SSC&B. 2 9 

Bohbv Darin Show i N I 

Revlon. Grey, 1 31 

Show of the Month 1 1 1 


Du Pont. BBD0. 1 18 

Hall of Fame i N » 


Hallmark, FC&B. 2 7 

Sing Monn \\ iih Mitch 1 IN 1 

Ballantine. Esty. 1 27. 

Inaugural Ceremonies 1 \ ' 

1 20 

2 10 


16 JANUARY 1961 



C O 









I Love Lucy 
^lairol (FC&B) 

fleet The Press 
L J6.500 

ABC News 


ABC News 

ABC Ne< 

Walt Disney 


iLudena (Mathes) 

1 Derby (McC-E) 

Gen. Mills 

L-F $94,000 




D F $35,000 

People Are 
Scjuibbs (Dona- 
hue & Coe) 
L $24,000 

4o net service 

D Edwards 

Amer Home 


y a. $fl,608 tt 

Texaco (C&W) 
L $6.500tt 

D. Edwards 

Am. Home 


ichlitz (JWT) 

I. $ M »» tt 


Texaco (C&W) 
L $S.500tt 

Walt Disney 

Canada Dry 

Brlllo (JWT) 


Campbell Soup 


*-F $37,000 

Shirley Temple 


Nabisco (Mc- 

Carai) 2/2 S 

B-Nut Life 

Savers (Y&R) 

l>r-L $70,000 

No net service 

D Edwards 
Amer Home 
(repeat feed) 



(repeat feed) 

alston (GB&B) 
F $26,000 

lo net service 

D Edwards 
Am. Home 
alt Schlitz 



(repeat feed) 

t i e p e al fee d ) 

1 lo net service 



Kaiser Co (Y&R) 

lNoxema (SSCB) 

|w-F $82,000 

Dennis The 


Kellogg (Burnett) 

Best Foods 


■te-F $36,000 


Iirillu (JWT) 
Ralston (Qard. > 
eter Paul (DFS) 
ris-My (OBM) 
7-F $93,000 

To Tell The 

m.Home (Bates) 

Helene Curtis 

i McCslUl) 

$cF $18,000 

The Americans 

1/23 S Block 
(SSCB) (7:30- 
:30) Dow (N.C 
& K) Pan Ani 
Coffee (BBDO) 
2/6 S 

Bugs Bunny 
. Fds. (B&B) 
Colgate (Bates) 

m Gal UN 
teynoldt I Ejtj 
F-F $85,000 

Hall of Fame ' 

Hong Kc 


Kaiser (T 

rmour (Ft 

-F $• 

R.J. Reynolds 
Armour (FC&B) 

Ed Sullivan 

Colgate (Bates) 
alt Kodak (JWT) 
V I. $85,800 



lexall (BBDO) 

Gen Mills 


F $37,000 

R. J. Reynolds 

P&G (B&B) 
4.C. (Brother) 

I ete and Gladys 

(Joodyear (Y&R) 



S}c-F $37,000 

The Americans 

The Rifleman 
P&G (B&B) 
-F $40,000 

ather Knows 

Kyser li.itli 

F $34,000 

■Nut Life Savers 
(Y&B): Pitt. 
JUss (BBDO) ; 

Hong K. 
eecham ( \ 


1. J. Reynolds 




-F $41,000 

Ed Sullivan 

Tab Hunter 
P. Lorillard 
(L&N) West- 
clox (BBDO) 
r-L $39,000 

Surfside 6 


Brn & Wmsn 




J&J (Y&R) 

Ji tnn.nnti 

Bringing Up 


Scott (JWT) 

c-F $35,000 

Wells Fargo 
Amer Tobacco 


-F $47,000 

Wyatt Earp 

en Mills (DFS) 

alt P&G 

(romp ton) 
F $40,000 

Dobie Cillis 
Philip Morris 
F $37,000 


Ford (JWT) 
F $«S.000 

zzie & Hi 

lodak Ui 

Coca O . 


F If 

The Rebel 
P&G (Y&R) 
L&M (D.F.8.) 
-F $42,500 

C. E. Theatre 

Gen Electric 


Dr-F $51,000 

The Chevy 


(10/2 S) 




-L $120,000 

Surfside 6 



Janny Thomas 
en. Fds. (B&B) 

X. J. Reynolds 
F $36,000 


7. Mtrs. (C-E) 
i & W (Esty) 
Miles (Wade) 
'-F $88,000 

Tom Ewell 
Quaker OaU 

&G (Burnett) 
F $38,000 

r hriller (9-10) 

Ml Slate (Bur- 

lett) ; Glenbrook 

(DFS); Am. 

Hawaiian ( 


barter (BJ 

chara (I 


F || 

The Islanders 

L&M (Mc-E). 

Aden's ( Matin 
-F $95,000 

Closc-up # 

lack Benny 
Lever (SSC&B) 
State Farm 
f-L $80,500 

The Chevy 


dv. In Paradise 



Iirillu (JWT) 

I. mien's 

«J£ till), (10(1 

Andy Criffith 

Oct Foods 


u-L $47,500 

Culver (Wade) 
Singer (Y&R) 
F $37,000 


Fds (OBM) 

alston (Gardner) 


Red Skelton 


Pet Milk 

(Gardner) alt 

S. C. Johnson 


F $54,000 


B-Nut Life 

Savers (Y*R) 

ohacco (SSCB) : 

(My-F $85,000 

Am C» 


The Islanders 

United Mtra. 

andid Camera 

Lever (JWT) 



AuP-L $34,000 

.oretta Young 
Tonl (North) 
Warner Lam 

I. am & Feasley) 
r-L $49,500 


dv. In Paradise 
L&M (McC-E) 
B. Williams 
Tiltehall (Bates) 


llorillard (L&N) 

3. Fds (Y&R) 




Culver (Wade) 

Amer. Gas Co. 

r-F $41,000 

Mcoa Presents 
Alcoa (FSB) 
■-F $36,000 

Carry Moore 



y mouth (Ayer) 

C. Johnson 


Pblaxold (DDB) 

L aii.innn 

NBC Specials 

Tarlous sponsors 

Naked i 

C i rtro 
Brbj iM 
P&G (I 

IChurchill's The 

Valiant Years 
|B&M \i < iru 

i , D 
I ,\ I 

What's My Line 


mi Starj 



1)1. $32,000 

This Is Your 

Block (Grey) 
uP-L $24,000 

Peter Cunn 

[DCSS). R J 
leynolds (Esty) 
F $39,000 

Closc-up • 

!/( 10 


June Allyson 

iponl I BB1 lO 



ayuk (Wcrman 

& Schorr) 



Sb-F $37,000 

o Net Service 

Carry Moore 

NBC Specials 


Iirli .-If 

fern & 1 

W. Lin 

( -&F) ; ' 



avPMMn a 

ttCoat la per segment. Prices do not include sustaining, participat- 
ing or coop programs. Costs refer to average show costs including 
talent and production. They are gross (include 15% agency commission). 


They do not include commercials or time charges. Tins chart covers period 
1 6 .Lin 12 Feb Projrram types are indicated n^ follows: l L) Adventure 
(An) Audience l'articipation, (C) Comedy, (D) Documentary, (Dr) 


lu JANl 1.R1 L961 

t G R A P 

16 JAN. - 12 FEB 




(Bates) I 

Texaco (CAW) 
L $6,50Ot» 











how of 



(repeat feed) 

Wagon Train 

Ford (JWT) 
F $S8.00C 

Wagon Train 
J Reynolds 

Nat'l Blsc. 


'rice Is Right 
Lever (OBM) 

-L $22,500 


rum \ 




Perry Como 
Kraft (JWT) 
L $125,000 

Perry Como 



ABC News 

Jo net service 

uestward Ho! 

talston (GUAR. 
lp (JWT) 

c-F $38,000 

Donna Reed 




Johnson A J 

c-F $40,000 

Zane Crey 
The Real Theatre 

McCoys S. C. Johnson 

AO (Compton) <t!AIi) P. Lorll- 
c-F $11,000 lard (LAN) 

Vf F $45,000 

O Edwards 

Philip Morris 


alt Schlitl 

L $9.500tt 

D Edwards 
Philip Morris 

alt Schlltz 
(repeat feed) 

Ann Sothern 

s c roi 


Gen Fds 


The Outlaws 

AW, I'ill M:i | 

C-Mlthun) : 
Dvd (Weiss) 
F $88,000 

Peter Pan 


C Johnson ( 

CM', i 

Gen FUs 

1y Three Sons 
Chevrolet (C-E) 
F $49,500 

Armour (FCB) 
LAM (Mc-E) 
y F $90,000 


Ann Sothern 
I C. Johnson 
(BAB) Gen. 
Foods (BAB) 
F $41,000 



The Witness 


I. 1 20 

aco (CAW) 
L $6.5O01t 



(repeat feed) 

The Outlaws 

Nut Life Savers 

TAR) ;War-Lam 

i LAP) ; Colgate 

Bates); Pan 

Amer. Coffee 

[Camp.-MUh ) 

r)at Masterson 

(9/29 S) 

ealtest (Ayer) 

Hills Bros. 

F $39,000 

?em. Great 
- 30-9:30) 





ABC News 




alt Amer. Home 

»-L $9.500tt 

No net service io net service 

Hatty's Funday 


Carson Roberts) 

Ic-F $10,000 

larrigan & Son 

(10/7 S) 
eynolds (Prank) 
■C-F $39,000 

Miles (Wade) 

B. J. Reynolds 

C F $44,000 

chelor Father 



•It Am Too 


P $38,000 

nnessee Ernie 
Ford Show 
Fortd (JWT) 
L $45,000 

7 Sunset Strip 

R. J. Reynolds 




Sunset Strip 
Am. Chicle 

r-F $85,000 

Teiaco (CAW) 
L $6.500tt 

D Edwards 


It Amer. Home 

(repeat feed) 

O. Fits (BAB I 
Dracket (YAR) 
Mi rris I Bi c. 
r AB 
V F S3 

Uablsco (Mc-E) 



(repeat feed) 


aw K \l.\ i 

One Happy 



he Roaring 20's 

Anahlst (Bates) 
Colgate (Bates) 
Carters (Bates) 
■ly-F $83,000 

The Roaring 


Derby (Mo E) 

Am. Chicle 


ieecham (KAE) 

Perry Mason 


"olgate (Batea) 



. ly-F $80,000 

Perry Mason 
■Sterling (I)FHi 
Dracket (TAR) 
Moores (BAB) 

Route 66 


Chevrolet (C-E) 

Sterling (DPS) 

Philip Morris 

-P $85,000 





Route 66 

You're in the 


i Mymouth (Ayer) 


F $37,000 

ell Telephone 
AfTATiNW Ayer) 
L $175,000 

ng With Mitch 
. 10; 9- 
10) ♦ 

Leave It To 


talston (Gardner, 


GE (Grey) 
c-F $30,000 

ell Telephone 



Bra. A Wmsn. 


alt. K Clark 
F $80,000 


.awrence Welk 


Dodge (Grant) 

J B Williams 

lu-L $45,000 

.awrence Welk 


(7 30 » SO) 


(C-Mlt hun) 


m.Tob. (BBDO) 

V F $78,000 

3m. A Wmsn. 

(Bates) alt 
Lever (KAE) 

The Deputy 



en. Clg. (TAB) 

ri'-F $S».000 

ave Cun, Will 




t Lever (JWT) 

'-F $40,000 

segs open 

Tall Man 
R J Reynolds 

Block (SS. B 
r-F $36,000 

The Nation's 

el Hr 



P tc 


r Loves Mary 
P $38,000 

"hitehall (Bates) 
eecham (KAE) 


e the Nation 
- i 28; 10-11) 

CBS Reports 

19; in in # 



Lirlllard (LAN) 

Ton! (North) 
a|iP-L $30,000 

Robert Taylor 

in The 



ly-F $45,000 

Twilight Zone 
en Pood (TAB) 
Colgate (McC) 
F $36,000 

Michael Shane 

(brother) Pitt. 
| llass (BBDO) 

-F $78,000 


Hllette l.Maxon) 

Miles (Wale) 
ip-L $45,000 


1 21; In m 


LAM (DFS) alt 


-P $42,000 


I o net service 

Ernie Kovacs 
Take A Cood 

onsolldtd Cigar 



[2 16; 10:30- 


cc the Nation 

Law & Mr. 
ones (10/7 S) 

-F $41,000 

Eyewitness to 

A $25,000 

Michael Shane 

Make That 


Brn. A Wmaa. 

llllette (Maxon) 

•Jo net service 

Man From 


Sterling (DF8I 


$55, OOC 

Drama. (F) Film, (I) Interview, (J) Juvenile. (L) Live, (M) Misc. 
(Mu) Music, (My) Mystery, (N) News, (Q) Quiz-Panel. (Sc) Situation 
Comedy. (Sp) Sports, (V) Variety, (W) Western, t No charge for repeats. 

L preceding date means last date on air. S following date means starting 
date foi '!• >* ahon or sponsor in I lilable. 


16 JANUAKi 10()1 






s2 *• '^ " 



Jr^. bridge is a lastci ua\ lo miss .1 ri\cr. W'lun you lake- 
it — you l>u\ lime. 

Actually, 10 get our work week done, all ol us purchase 
this commodity from one another. When you hail a cab, 
hoard a plane, or just pick up your phone you 
buy time. We could go on. 

When you buy SPONSOR you buy lime. too. 

and you ought to know just how much you're buying for 

how little. 

You buy informative lime: — a staff of the best reporters 
in the held deliver up to the minute news every week. 52 
weeks in the year- You buy analytical time: — 
the keenest minds in the broadcast industry give you 
studies in penetration of the important trends of the 
day. You buy digested time: — assembled and assimilated by 
experienced hands to bring you the most comprehensive 
picture of the broadcast field. 

You're buying thousands of hours of this sort of time for 
just h")( per issue — 52 issues for S8 a year. Can you afford 
to be without it? 




C O 














Lamp Unto M) 


A K staley; 
Armour; lilock ; 

cont'd Tues. 

December Bride 


Say When 
St< i ling .ill Bust 


Brllli , Carter's 

Utile Pills; 

cont'd Wed. 

>ecember Bride 


Say When 



Ki-Lax; ' 

berl ; Gen-. 

Foods ; Get 

Look Up & Livi 


Video Village 

Play Your 

alt Whitehall 

Video Village 

(1)1 Hto 

Home Pdts. 
alt sust 


sust alt 


Sterling alt 


cont'd T> 

Morning Court 

UN in Action 

I Love Lucy 


Price Is Right 



alt Whitehall 

Morning Court 

I Love Lucy 


Price li Right 

sust alt. B-Nut 

alt. sust 

Morning Ci 

Camera Three 


Love That Bob 

Clear Horizon 


Culver alt 

Love That Bob 

Clear Horizon 

Vlck alt. sust 


alt. Gen. Mills 

Mennen alt Lever 

A. Culver 
alt Leemlnc 

Lovt That 

Meet the 

1 29 s 



Love of Life 


Amar Home Prcx 

alt sust 

Truth or 



Love of Life 

mat alt. Quaker 


Am. Home 


Truth or 

Nabisco B-Nut 

Culver alt 



The Piper 
Gen. Mills 


CBS News 


Number Please 
Beat The Clock 

Search for 


It Could Be You 
Culver alt sust 

Cuiding Light 

P&G alt Mnthum 

News (12:55-1) 

Gen. Mills 

Beat The Clock 
Number Please 

Search For 



it Could Be You 
Miles alt lust 

Cuiding Light 

News 12 55-1) 

Beat The C ' 

Number Pits* 

Direction '61 

About Faces 




No net service 

About Faces 




No net service 

About F«r 

No net service 

Issues & 


Frontiers of 


World Tarns 

Lipton alt 
H. Curtis 

No net service 

World Turns 

Sterling alt 

No net service 

Pro Basketball 

various sponsors 

Day In Court 

Full Circle 

Jan Murray 


sust alt Anahist 

Day In Court 

Full Circle 

Jan Murray 

Day I* Ce 

Sunday Sports 


(2:30 I) 

Schlitz, I .a \l 

Carter, li -Myers 

Pro Basketball 

Road To Reality 

Art Linklerter 
Wlms, Lvr, 

Williams alt sus 

Loretta Young 
Smnz alt. B-Nut b oad t0 Reality 

Pro Basketball 

Queen For a 

Roundup U.S.A. S " ndav S P° rts 


.V Am V.mllni 


Paul Winchel 



Matty's Funda 

Rocky & 


G Mills. Am 

Chicle. P. Pau 

Pro Basketball 

Who You Trust? 

Am. Maohlne 


I .".I s 

Pro Basketbal 


Am Chide. \v 
Lambert, virks 


Pro Basketbal 

Amer. Band. 

Amateur Hour 


N. Y. 

College Bowl 

Celebrity Coll 
Kemper (alt.) 

Pro Basketbal 

Chet Huntley 

Pro Basketbal 
Kemper Ins. Co. 




Captain Callan 

Gen. Mills, 

Sweets. Gilbert 



Young Dr. 



Verdict Is Your: 


Amer Home 
alt aust 

From These 


all Mi'iuliolatum 

Who You Trust? 

1-1 alt Tolli 

Brighter Day 

Secret Storm 
Amer Hone Pro. 

Edge of Night 

H. Curtis i 

Make Room For 



monlz nit Ton] 

alt Jergens 

Art Linkletter 

alt Scott. 
J. B. Williams 

Loretta Young 

Road to !(• 


Queen For a 

sust alt. Viek 

Scott alt. Quaker 

Young Dr. 

sust alt P&G 

Glenbrook alt 

Quean Fo 
Day * 

/erdict Is Yours 

From These 


sust alt Slmonise 

st alt. Anahlsl 

Who You T 


Noxzema, Stridex 
B-Nut, Am. 
i: Myers 

Brighter Day 

Secret Storm 
alt Scott 

Make Room For 




Amar. Ba L 

B-Nut. T*. 

Weleh *> 

Amer. Band. 

Edge ef Night 


alt R T. French 



Whitehall alt 

nfogen David 


Amer. li 

Gen. Ml 

Tick Chta 

u Umb 



•a- op 

Rin Tin Tin 
Gen. Mills. 



Lone Rji 
Gen. 10 
Cracker J 

tNote: ABC Mon.-Fri. daytime sponsors rotate on a weekly basis and are not regularly scheduled for any particular shows or time periods. Alphabetical 


The network schedule on this and preceding pages (40, 41) 
includes regularl\ scheduled programing from 16 Jan.- 
12 Feb., inclusive (with possible exception <>f changes 
made by the networks after presstime) . Irregularly sched- 


16 JAN. - 12 FEB. 




Say When 









uuon . i 
nun.' M .i i ! . 
cont'd Fri. 

Pjcccmbcr Bride 


sunt alt. VIck 

Soy When 




■.i I 

e g Drug 

. i Whlti 

cccmbcr Bride 

Say When 




Shari Lewis 
Natl Biscuit 


utl ill 

Oil! ur 

Video Village 
li I French 

■ It lUil 

Play Your 


i . 

Video Village 

lust til. 


Miles »lt 

ng Leonard 
' hort Subjects 

Menthol. mm 

'rice Is Right 
Gen Mill, til 

elnz all Culver 

horning Court 

I Love Lucy 
tesl FUs all iui 

U. S. Steel tit 

»rict Is Right 
Lever all 

doming Court 

I Love Lucy 

sust all 


'rice Is Right 

Miles. I.ecmlng 

sust alt 
11 T ■■•■-"'' 

ellogg Magic 

Land of 




mi Gen 


Nabtioo alt 

Love That Bob 

Clear Horizon 

lust alt. Borax 

G, Mills 
alt Lever 

Heinz alt 

.ove That Bob 

Clear Horizon 


i . 

Jlmonlz ill 

Roy Rogers 

Lone Ranger 
('.en Mills. 



Truth or 


Love of Life 
u T French 

Truth or 


Love of Life 
torax alt. Nab. 

Truth or 
Frig, alt lust 

Ames- Hone 

sust alt 
R. T. French 

PAO alt 


Lunch With 
Soupy Sales 
Gen Foods 

Sky King 

dy True Story 


Could Be You 

Mini/ all Tun! 

cws ' 2 55-1 ) 
G Mill- 

cat The Clock 
dumber Please 

Search for 



Cuiding Light 

It Could Be 

I lea alt Vahl seo 

cws 12 55-1 ) 

G Mill- 

cat The Clock 

Search for 



Could Be You 

umber Please Cuiding Light 
.. p "* 

Hews 12:55-1 ! 
Q U 

Pip the Piper 


ighty Mouse 


tective Diary 



■"lo net service 

About Faces 

(1-1:95) sust 

No net service 

About Faces 

! lo net service 

*lo net service 




No net service 

CBS News 

Mr Wizard 

"Jo net service 

As the World 

Mo net service 


World Turns 
Best Foods 

alt. Tick 
Carnation alt 
B T French 

Jo net service 

Jan Murray 

Day In Court 

Full Circle 


Ian Murray 


Full Circle 

Day In Court 

|an Murray 

Vhtehl alt. sust 

1 M '""' "■■" ' 




Oei Mill- 

r- BA Basketball 

Loretta Young 

Frlgldalre alt 
Knox Gelatin 

oad to Reality 

Art Linkletter 
lever alt Drackett 

Loretta Young 
PAG ill susl 

oad to Reality 

Art Linkletter 
Lever Broa 

Heinz alt PAG 

Williams alt 

Loretta Young 

alt G Mills 

I AG alt O. Mills 




Quaka alt 
K T French 

TBU rlg — 
Dr. Malone 


Dr. Malone 

Slough. O Mills 

Queen For a 


Heinz, riough 

Dracketl all 


Dr. Malone 
lies alt Culver 
AG alt O Mis 

Queen For a 

( erber alt. Nab. 

Glenbrook alt 

.1.1 ^.-Ms 




rrom i nese 


i; \ ■ 

From These 

G Mill, 

) erdict Is Yours 
rho You Trust? ! terllng alt Lever 

li T French 

From These 

lmnz alt. Heinz f/ho You Trust? 
Purei : Dow all 
p irei 

'erdict Is Yours 

Quaker Oats 

atl Tick 




lake Koom tor 



alt sust 

Amer. Band. 

. Mills. 
.'.•Mi. B 
w Lambert 

Brignter uay 



Make Room For 

sYlst alt. I-oemlng 

Secret Storm 
Home alt 



Gold Seal all 

Ame. Band. 
Ton! Strides 

Jdge of Night 

susl alt 


B-Nut alt. 

r, MTj 

Amer. Band. 

Welch. Gen. 
Mills. Lever. 
Tonl, Noxcma 

BNgn T e r USV 
• Beat 

Secret Storm 
mer Home Prod 

ake Room For 


Amer. Band. 

ulver alt Tonl 


Edge of Night 
Quaker Oats 
alt. Dracket 

smei H >me nit 



G Mis alt. 

9 monla 
>m\ alt Colgate 





II Star Coif 
ejrnolds Metals 


Captain Callant 

Gen Mills 
Bj-Nut Life Saven 

Rocky and 
His Frieads 
Oen Mills 
Gen Mills. 

Rin Tin Tin 
Gen Mills 

Saturday Prom 
•t Saven 

g of accounts begins 10 a.m. Monday and concludes 10 a.m. Friday. Those are package prices and include time, talent, production and cable cost*. 

programs appearing during this period are listed Special, CBS. Sunday. 11-11:15 p.m.: Today. NBC, 7-9 

well, with air dates. The only regularly scheduled pro- a.m.. Monday-Fridav. participating: \cu - CBS. 7:16-8 a.m.. 

ams not listed are: Jack Paar. NBC, 11:15 p.m.-] a.m.. 8:45-9 a.m.. Monday-Friday and Today on the Farm. NB< 

Miday-Friday, participating sponsorship: Sunday News 7-7:30 a.m.. Sat. All time periods are Eastern Standard. 

With clients' perennial concern about costs, SPONSOR ASKS: 

How can stations hold 

the line on CPM? 

William T. Latham, national sales 
manager, II LOF-T) . Orlando, Fla. 
\ corollar) of success and longev- 
ity of air media in almost all mar- 
ket- t<>da\ is the efficiency with which 
an advertiser's effort can transmit the 
sales message to the potential pur- 
chaser. Since advertising is an invest- 
ment of not only money but of faith 

Air media must 
be efficient so 
advertisers will 
get maximum 


in a station's ability to gather suffi- 
ciently large audiences, it is incum- 
bent upon air media to enable the ad- 
vertiser to gain a return on his ex- 
penditure and show that his faith was 
well placed. As evidence of this, a 
market-by-market examination will 
show, by and large, that efficient mar- 
kets have greater advertiser demand 
for spots than inefficient markets. 

The inefficiency of air media quite 
often results in curtailed spot budg- 
ets, which are spent merely to hold the 
line while the advertiser seeks alter- 
natives to spot activity. Another con- 
sequence of inefficienc) ma) he that 
the advertiser will spend his money 
in other markets of that region where 
the sales return is greater and the risk 
is less. In addition, inefficiency of air 
media does have a negative influence 
upon opening new distribution areas. 

However, the cost-per-1,000 of 
a spot schedule is only one method of 
gauging efficiency, and I'm not at all 
sure that it should have priority over 
others, such as the number of different 
homes a schedule can deliver, the 
number of sales impressions or epi- 
sodes per home, the extent of a sta- 
tion's unduplicated network service 
area and its unduplicated market cov- 
erage so that 100' ; of the dollars al- 
located fall into the designated adver- 
tising area. \n evaluation of efficiency 
should be a composite of these factors. 

Since the final determination of ad- 
vertising efficiency should not onlv be 
expressed in terms of a CPM. but 
in terms of an advertiser's potential 
sales return, marketing problems 
should also he the concern of air me- 
dia. Station aid in distribution and 
in merchandising contributes toward 
the success of a campaign which in 
turn will maintain and increase an 
advertiser's interest in the market and 
air media. 

The measurement of advertising ef- 
ficiency, however, does call for great- 
er advertiser support, monetarily . of 
research studies that will more close- 
ly delineate and define each element 
within the efficiency complex. The 
burden of proving the efficiency of a 
station and a schedule to the agency 
has been primarily carried by the air 
media. Because it benefits both, it 
ought to be a shared responsibility 
of agencies as well as the air media, 
so that the application of broad gen- 
eralities to specific markets and sta- 
tions and dependence upon a single 
gauge of efficiency such as cost-per- 
1.000. which many times is unrepre- 
sentative of value, can be eliminated. 

The growth in tv households, great- 
er activity in the area of promotion, 
and a more sophisticated approach 
towards programing a station, lend 
stability to the cost-per- 1.000 pic- 
ture and will tend to make air media 
increasingly efficient. Consequently, 
the line is being held by air media. 

George Collie, natl. sales mgr. lor 
Trigg-Vaughn stations, KOSA-TV, Odessa- 
Midland; KROD-TV, El Paso: KVII-TV, 
Amarillo, Texas 

How t\ can hold the line on CPM 
brings out the most unfortunate 
position tv as an industry may ever 
expei ience. 

No other medium has ever refined 
itself to such a dangerously narrow 
position as tv. And in its haste to do 
the best job for its customers, it has 
created a rating method that has be- 
come a mechanical "numbers bin." 
When, a- an example, has newspaper 

sold its product with "cost per col- 
umn or even "cost per page"? 

Television is too great, too power- 
ful, too potent a medium to be rele- 
gated to such a restricted method of 
buying as cost-per-l.OOO's. Of course 
we need ratings, but thev are onlv one 
of the manv important elements to he 
weighed. With ratings the onlv con- 
sideration you can't sell the medium: 
you can only make it available to ad- 
vertisers — much the same way a su- 
permarket puts goods on the shelf. 

If we assume that stations must ad- 
here to specific CPM formulas, there 
are two factors to consider at the sta- 
tion level: rates and content. 

Rates are established on good busi- 
ness judgment for a normal profit. 
When the rates are out of line the 
customer will not buy. 

This leaves one element — content. 
Network programing and syndication 
are. naturally, basic for greater view- 
ing to reduce and/or hold a CPM. 
And to hold this line it is necessarv to 
excite interest in the television medi- 
um. For example, the Odessa-Mid- 
land metro area represents onlv one- 
third of our station's total area homes. 
The same holds true for the other 
Trigg-Vaughn stations. Higher tele- 

\et program- 
ing, syndica- 
tion, are nat- 
urally basic in 
holding a CPM 

vision viewing in the outside area is 
stimulated b\ providing these viewers 
with news from their particular COM 
munitiesas well as public interest pro- 
grams on their own social and civic 
activities. Whenever possible various 
organizations are encouraged to ap- 
pear on our stations. This not only 
delivers a specific public interest 
message, but has greater conversa 
tional value in these communities. 
No commodity, including televi- 
i Please turn to page 51 i 



10 JANUARY 1961 


! ° o 

"Greensboro ', 


/ | / 

THOMASVIUE •*• : ,- - ■-'..- f . '°L _/* 

o v.- ,--, ,-' . * High Point/ ; . 

-S1ATESVIUE* 'LEXINGTON , / o , '• »/ 

i \ 

'" V, itL'\ KANNAPOUS .. y-^' 

S..LCONCORO ^^^ '."<"' ° •' 

■■^.V k *"' "ALBEMARLE V 

Spend your time more profitably 
in North Carolina where WSJS 
television gives you grade A 
coverage of a bigger retail sales 
market than any other station 


Winston-Salem / Greensboro 



ONSOR • 1(> JANI \rO 1 ( H)1 



AM & FM 

You'll find comprehensive 
data on in and out of home 
listening. SPOT and network 
trends, set production, sea- 
sonal changes, hour by hour 
patterns and the unique and 
growing auto audience. 

It should be on every desk 
of every one in your shop 
who is in any way involved 
in the purchase of radio 
time. They're so reason- 
ably priced you just can't 
afford to be without them. 


Price Schedule 

1 to 10 40 cents each 

10 to 50 30 cents each 

50 to 100 25 cents each 

100 to 500 20 cents each 

500 or more 15 cents each 

40 E. 49th Street, NY. 17. NY. 





National and regional buys 
in work noiv or recently completed 



Bristol-Myers Co., New York: Going into about 85 market* this 
month with schedules for ^ italis. Campaign is for 19 weeks with 
earl} and late night minutes, five to seven per week per market. 
Buyers: Stu Eckert and Charlie Digney. Agencj : DCS&S. New York. 

Procter & Gamble Co., Cincinnati: Schedules begin in January in 
the top markets on Duncan Hines cake mixes. Light frequencies of 
fringe night minutes have been set to run through the P&G con- 
tract year. Buyers: Doug MacMullen and Bill Carney. Agency: 
Compton Ad\ .. New , t oik. 

Ex-Lax, Inc., Brooklyn, N. V: About 56 markets get Ex-Lax sched- 
ules around mid-month. Daytime and late night I.D.'s will run for 
eight to U> weeks. Buyer: Jim Kearns. Agenc) : Warwick & Legler, 
Inc. New \ oik. 

Charles Pfizer & Co., Brooklyn: Placements of minutes begin this 
month in 20 midwestern farm markets to promote its feeds and other 
agricultural products for spring use. Three to five spots per week 
per market have been bought, in and around news, weather and farm 
-hows. Bu\er: Don Carlsoh. \genc\ : Leo Burnett Co.. Chicago. 

Procter & Gamble Co., Cincinnati: Re-evaluating its schedules and 
doing some adding on Cheer. Lineup is in about 30 markets. Buyer: 
Marcia Roberts. Agency: Young & Rubicam. New 1 ork. 

Quaker Oats Co., Chicago: Campaign in 15-18 southern markets 
starts this month for \unt Jemima Corn Meal. Schedules of day min- 
utes ami 2u"s. li\e to 10 per week in most markets, are placed for 
different lengths, a few as long as 2(> weeks. Buyer: Marilyn McDer- 
mott. \gem \ : John W. Shaw Adv., Chicago. 


General Foods Corp., Jell-0 Div., White Plains. N. Y. : New ac- 

ti\it\ on Jell-0 pudding, with schedules starting this month for eight 
weeks. Tnirty- and LO-second spots, 7 a.m. to 12 noon. Monday 
through Friday, are being used in about 40 markets. Buyer: Polly 
Langbort. \gencj : Young \ Rubicam. New York. 

Falstaff Brewing Corp., St. Louis: In addition to its t\ schedules 
that started early January for its winter beer promotion, radio is 
being bought in the same 10 market-. More markets will be added 
around the end of the month. Schedules are for 20 weeks using 
traffic minutes. Buyer: Roj Terzi. Vgency: Dancer-Fitzgerald- 
Sample, New N oik. 

American Tobacco Co., New York: Pall Mall campaign start- <> 
February and run- through 20 February, in about 20 markets. 
Schedule- of earlv and late traffic minutes are set at fairly heavy fre- 
quencies. Buyer: Fred Spruytenburg. Agency: SSC&B. New ^ ork 


10 J\M"ARY l"ld 


"To us, consistency is most impor- 
tant . . . and we have consistently 
placed a part of our budget with 
one or more of the WLW Stations 
for the past several years. We have 
received full value in return, in 
terms of audience, service, and 

better-than-average cooperation in 
promotion and merchandising." 



Advertising Manager 

Ohio Blue Cross 



"We a re always confident that when 
we recommend the Crosley Sta- 
tions, our clients will benefit from 
the traditional Crosley service that 
goes considerably above and be- 
yond the call of media duty — from 
programs to promotions, behind- 
the-scenes to on-the-air. 


Keelor& Stites, 

Agency for 



Blue Cross 


the dynamic WLW Stations 

Call your 
WLW Stations' Representative . 
you'll be glad you did ! 





WLW- 1 






Crosley Broadcasting Corporation, a division of Avco 



I Liia 




Here's a "must" booklet for everyone in- 
volved in television. 

Get your own copy and one for everyone 
in your department. You'll be referring 
to its useful data all year round. 

Included are sections on the broad dimen- 
sions of tv; on audience viewing habits; 
on network trends; on advertising expendi- 
tures—network spot and local; on color 
tv and stations presently using color 
equipment. There's a brand new section 
too, this year, on the viewing habits of 
the summer television audience. 


Price Schedule 

1 to 10 40 cents each 

10 to 50 30 cents each 

50 to 100 25 cents each 

100 to 500 20 cents each 

500 or more 15 cents each 




SPONSOR READERS SERVICE • television basics 
40 E. 49th Street, N.Y. 17, N.Y. 









Id .1 \\i \\i\ l'Xil 


(Continued from page \(>> 

-ion. can increase its consumption 
without proper exposure of content. 
Tlic preceding communit) events are 
promoted quite extensive!) along with 
.mi excellent network and syndicated 
raming. \ planned promotion 
campaign is run on each program on 
both our television and radio proper- 

I here are occasional opportunities 
for unusual promotions. Recentl) our 
chief announcer and remote i i j-i from 
KOS \ - 1 \ . as well as our news direc- 
tor from KROD-TV, El Paso ap- 
peared on Route <><>. This gave us a 
great opportunity to stimulate further 
t\ viewing in the area. When contin- 
ued, this type of promotion will in- 
crease total viewing to help hold the 
line on CPM. 

E. A. W. (Ted) Smith, sales manager, 
A'(>( . Pittsburgh, Pa. 
There is increasing talk in adver- 
tising circles and within the trade 
press of the desirabilit) or even ne- 

keep operating 
costs down, an- 
dience up with 

cessit) of "hold the line on costs-per- 
1,000." There is talk that produc- 
tion costs and operating expenses are 
rising astronomically, and the air 
media are in danger of pricing them- 
selves right out of the market. It is 
true that the air media must stay 
competitive with print, hut newspa- 
per- and magazines have been having 
some considerable rising cost prob- 
lem- of their own. 

I believe that most of the clamor 
about "holding the line" applies to 
television. But as an executive of 
KQ\ . Pittsburgh, I will discus- the 
matter as it applies to radio. 

I believe it to be a general!) ac- 
cepted fact that not only is radio the 
most cost-efficient medium, but its 
eo-t to advertisers is rising at one 
• >f the slowest rates. To m\ knowl- 
edge, radio rates have gone up only 
a few percentage points in the past 
few years. 

So, the crux of the matter i>. al- 
though radio is ahead of the game at 
this point, it must always be kept in 



Survey Area 

Here's more evidence of the 
powerful leadership of 


Monday thru Friday 
6 p.m. to Midnight 
Share of Sets in Use 






ARB NOV. 1960 

Sunday thru Saturday 
9 a.m. to Midnight 
Share of Sets In Use 



Get the full picture from H-R or write 



Channel 5 • NBC plus ABC Features • Local Color 



Television Inc. 



an advantageous cost efficiency posi- 

As is universally known, cost-per- 
1.000 is composed of two varia- 
bles — price and audience size. There- 
fore it is incumbent on radio stations 
to keep rates down and audience up. 

When I say keep rates down, I 
dim I mean that radio stations 
shouldn't increase rates to reflect larg- 
er audiences or other advantages to 
advertisers or prospective advertisers. 
But. of course, as efficient business 
operations, stations should try to hold 
down operating costs as best they 
can. Not only should all principles of 
sound management be followed, but 
stations should be quick to take ad- 
vantage of promising new develop- 
ments that come up. For example, 
automation or partial automation 
nia\ be an answer for many radio 

It goes without saying that all ra- 
dio stations maintain a constant en- 
deavor to keep ratings as high as pos- 
sible. Most stations do so for im- 
mediate gains in the form of in- 
creased sales. This is fine as far as 
it goes. But I think that station man- 
agement should take the long view as 
well. We should never forset that our 

medium's competitive position in the 
future depends to a great extent on 
its ability to attract and hold large 
audiences — and competition from 
other media is increasing each year. 
In essence, let's keep operating 
costs down and audiences up. ^ 


I Continued from page 38) 

more mature attitude toward news, 
and that we won't have any more oc- 
currences like election night, when 
ABC cut away from the returns to 
schedule entertainment programs?'' 

Hagerty, to the evident delight of 
Goldenson, Treyz, Moore, and other 
ABC executives, fired back his answer 
to the NBC challenge. "Listen, I hope 
that by 1964 we'll be giving your out- 
fit fits." 

Other questions put to the presiden- 
tial press secretary included, "Do you 
believe that networks should editorial- 
ize?" Hagerty said he didn't, that this 
was a matter for individual stations. 

Queried on why he picked radio 
and tv, rather than a return to news- 
paper work, the former New York 
Times man said he looked for tre- 
mendous expansion of tv news with 

want to talk ratings? 

SPONSOR has assembled 50 
different ads showing you how 
stations all over America have 
solved the problem of the 
numbers game. 


Whether you want to lalk people 
or kinds of people or what 
your programming docs to people 
—there are dozens of different 
approaches to every conceivable 
^ advertising problem that qonfronts 
the broadcast industry. All 
catalogued and indexed in ever) 
possible size. 


worldwide tv transmission via satel- 
lites within the next five years. 

Asked about the length of his ABC 
contract, Hagerty said he looked on 
the assignment as a lifetime job. He 
declared he had no intention of writ- 
ing a book about his eight years with 
Eisenhower, but was going to give his 
ABC assignment everything he had. 

He comes to it, he said with "no 
preconceived notions" and admits 
that in public affairs programing he 
must "go to school. " But he stressed 
his news contacts throughout the 
country and his hopes to build up 
strong local and regional ABC news 

One innovation which Hagertv 
promises: weekly news conferences. 
"I'll try to fill you with ABC news 
and propaganda, and at the same time 
111 be trying to pick your brains for 

His first conference ended on a 
note reminiscent of Washington. With 
the last question, a reporter chirped, 
"Thank you. Jim." and the meeting 
was over. ^ 



I Continued from page 31 i 

Here are some additional high- 
lights of the Radio Code I See box 
page 31 for details on advertiser ac- 
ceptabilit\ I : 

The maximum time to be used for 
advertising allowable to any single 
sponsor, regardless of type of pro- 
gram, should be — 

5-minute programs 1 :30 

10-minute programs .... 2:10 

15-minute programs.... 3:00 

25-minute programs... 1 :0fl 

30-minute programs .... 1 : 1 1 

45-minute programs™. 5: ISj 

60- 7:0i 

The time standards allowable to a 

single advertiser do not affect the 

established practice of allowing for 

station break- between programs. 

\n\ reference in a sponsored pro- 
pram to another's product or services 
under any trade name or language 
sufficiently descriptive to identify it. 
should, except for normal guest iden- 
tifications, be considered as advertis- 
ing cop) . 

The Badio Code also has specific 
recommendation on news, news 
sources, newscasting, commentaries 
and analyses, editorializing, public is- 
sue-, political broadcasts, education 
and culture, dramatic, religious, chil- 
dren's programs. W 



16 .1 \M \ii> 1061 

Initial accomplishments are most significant when 
they serve as stepping stones for the future. And so it was with Madame Marie Curie. All the 
accolades for her discovery of radium would have been meaningless if it were not for her continuing 
efforts which, in later years, led to development of the element's practical radiological uses. Today in the 
business world of radio and television, you will also find that those who possess the "Know How" 
to achieve better things are never content to rest on their laurels, but continually strive 
to better serve public and advertiser alike. 


Thi Or,y,.il Si.,,,.,.. 

dallas • radio & television 

With T lality 7 



16 jam un l%i 



TU±1 V #^ fc» i LEVISK 




join the WGN family! 

— offering a unique and vastly im- 
proved service in the greater Duluth- 
Superior market. As with WGN Radio 
and Television, an operation dedi- 
cated to Quality, Integrity, Respon- 
sibility and Performance. 

"We at WGN, Inc., are exceedingly pleased to 
announce that the Federal Communications 
Commission has approved the transfer of KDAL 
Radio and Television to WGN. 

"With the great resources of WGN in pro- 
gramming, production, promotion and research, 
stations KDAL Radio and Television will bring 
to the people of the Duluth-Superior region 
greatly improved service and a broader scope 
of programs." 

vice president and general manager, WGN, Inc. 

ff \J~L 1 . : yygfl % 441 N. Michigan 

v^T^y Chicago 11, Illinois 

, | SPONSOR • 1(> .) wi \n\ 1%1 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 


16 JANUARY 1961 

Cwrllht IMI 



The big news break of the week as far as the industry is concerned was, of 
course, President-elect John F. Kennedy's naming of Newton W. Minow, 34-year-old 

law partner of Adlai Stevenson, as chairman of the FCC. 

Nothing is known about Minow in Washington circles because, as far as is known, he has 
never worked here. 

In a quickly arranged news conference in Chicago lasl week Minow said he would "oper- 
ate the agency in the public interest," but the first due as to what ideas he might have 
will likely come when the Senate holds a hearing on his confirmation. 

It is suffice meanwhile to say he will have six other commissioners to contend with, two 
of them veterans from the '20s and '30s and the others in service 9-10 years. 

The early days of the 87th Congress saw reintroduction of a number of bills 
which failed to make the grade in the 86th. 

These included bills to put networks under direct FCC regulation, to establish a code of 
ethics for regulatory agencies, to make it harder to buy and sell stations. Rills to exempt 
permanently from Sec. 315 equal time provisions candidates for president and vice president, 
to give up to SI million to each state for educational tv stations, to exempt some phases of 
professional sports from anti-trust laws, all permitting blackout of broadcasting within 75 miles 
of a town in which a home team is playing. 

More bills would set up a "super FCC" to divide the spectrum between govern- 
ment and non-government uses, would direct the FCC and other regulatory agencies to 
support themselves from fees charged the regulated industries, would permit radio/ 
tv coverage of House proceedings. 

A number of bills are aimed at giving the FTC cease-and-desist authority to stop com- 
plained-of practices before the cases are finally decided. 

Thus far in the new Congress, no new bill affecting broadcasting and advertising has been 

Balancing whatever glee might be felt about introduction by Sen. Warren Mag- 
nuson (D., Wash.) of a permanent "Great Debate" measure, is the definite setting 
of hearings on specific complaints about broadcast coverage during the recent elec- 

Sen. Ralph Yarborough (D., Tex.), chairman of the Senate Commerce Committee's so- 
called watchdog group announced the hearings for late January. The Texas Democrat also 
said he would ask the parent group for funds to print a complete report of the in- 
dustry's election-year performance. Yarborough said it will be the most complete sum- 
mary yet, and would aid in considering what to do about Sec. 315. 

Yarborough would not specify the complaints to be beard, hut said the} will be represen- 
tative of ''thousands" received. 

The Landis report and the Harris report are now both in. and the Harris report 
says there need be no battle between White House and Congress if both keep their 

This refers to Landis proposals for regulatory agency reform, with Congress feeling that 
the agencies are arms of Congress and should be free of White House control. 

Landis is certain to reorganize the agencies, but if any of his work gets into the wa\ de- 
cisions are made, criteria, etc., Congress will make fur fly. Legislators have been very 
talkative — and truculent — on this point. 


16 JANUARY 1961 


Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


16 JANUARY 1961 

Copyright 1961 




Syndication is getting bullish about 1961 : two network syndication arms, C 
and CBS Films, are going ahead on pilots for series that could cost up to $21 mil 
lion to produce. 

Six pilots will be made for CNP, almost all beginning filming between 23 January and 6 
February; they are: 

• Three White Hats: on the Texas Rangers, by Wilbur Stark at MGM. 

• Police Surgeon: on location in Los Angeles by Henry Kessler. 

• War Birds: on World War I flyers, by Filmways at Los Angeles airports. 

• Cottage 54: international intrigue, by Sam Gallu at Shelter Island. 

• #7 Cannery Row: maritime security, by Gallu at Monterey. 

• Wellington Bones: half hour color cartoons, by Alexander Film of Colorado Springs. 
Note the heavy emphasis in five of these new pilots on action-adventure, touching 

on mystery, documentary, period mood, and Westerns. 

By contrast CBS Films is stacking more chips on comedy: it already has two un- 
titled comedy pilots finished and a third comedy is in the works, all intended as network 

Three additional CBS Films network pilots will include a drama (Call Me First), an ac 
tion-adventure series, and a Western. In addition, CBS Films will put at least two pilots into 
syndication in 1961: Turnpike and The Hawk. 

That gives CBS Films some eight pilots in the can or on the blueprints, which when added 
to CNP's totals up to 14 shows for just two syndicators. 

New syndicated shows are having one of their healthiest ratings seasons in re- 
cent memory if the New York premiere ARB scores are any indication. 

In the past few weeks three shows premiered as follows: 

• Ivanhoe (Screen Gems) earned 13.7 on 25 December at 6 p.m. on WABC-TV. 

• Tallahassee 7000 (Screen Gems) drew 12.0 on 3 January at 7:30 p.m. on WCBS-TV. 

• Mister Ed (MCA-Studebaker) enjoyed 10.0 on 5 January at 7 p.m. on WNBC-TV. 
Some encouraging signs of a good ratings season for syndication are that each show was 

of a different type and no two were on the same day or station. 

It's axiomatic that if a show pulls well in seven-station New York its ratings should be 
above average in less competitive markets. 

The latest vogue along Madison Avenue is measuring syndication losses by the 
length of certain year-end reports. 

Supposedly, when business is good no one bothers with lengthy year-end reports, but a 
detailed announcement calling attention to diversified activities may be a smokescreen to di- 
vert attention from red ink. 

Kellogg's will enjoy some extra promotion values for its animated national spot 
film character, Yogi Bear, seen as a comic strip in 80 Sunday newspapers starting 5 

That's shortly after a 130 station schedule of the new program series for the cartoon char- 

acter begins on tv. 



16 .JANUARY 1961 

FILM-SCOPE continued 

WOR-TV, New York, purchased 40 post- 1950 Warner Bros. features from 
Seven Arts Associated for §1 million in possibly tlie largest single-station feature 
film deal to date. 

It's probable that other RKO General stations in Los Angeles, Detroit, Memphis, and 
Boston will also buy into the features. 

The price reported would come to $25,000 per picture for New York alone — appar- 
ently higher than the Screen Gems-CBS o&o price for five markets and 275 pictures — for which 
a pro rated estimate for New York (WCBS-TV) would be about $15,000 per picture. 

Out of the New York transactions come some rules of thumb on prices: post-1948 fea- 
ture films cost five to 10 times as much as half-hour films — but run three times the 
air length (90 minutes instead of 30) and are sold for multiple plays, unlike new half-hour films. 

Dynamic Films is getting its feet wet in syndication distribution with The Cheat- 
ers starring John Ireland and made by Danziger Productions. 

Nathan Zucker of Dynamic and Charles King of Danziger intend this to be the first of a 
series of shows for the U. S. and Canada; Dynamic has already opened new regional offices in 
Chicago and Pittsburgh. 

Dynamic is the third commercials-industrials producer to enter programing in recent 
months; two others are Filmways and Fred Niles. 

Screen Gems is now enjoying the fruits of last season's viewer protest when 
Tightrope was yanked off the networks. 

Viewer mail gave the distributor an unusual re-run selling angle which has been one fac- 
tor in bringing the show up to 95 station sales fairly quickly. 

Latest sales are Ronco Construction on WGN-TV, Chicago; WTVJ, Miami; WINK-TV, 
Ft. Myers; WTVT, Tampa; KTRK, Houston; WHNB, Hartford-New Britain ; WKYT, Lexing- 
ton; WKST, Youngstown; WAVY-TV, Norfolk; KTBS-TV, Shreveport, and KNOE-TV, Mon- 

The year 1961 began with a spate of topdevel promotions and appointments. 

Here were three of them in varying syndication areas: 

• John B. Burns was elected a v.p. of MGM-TV, where he is sales head. 

• Joseph Kotler, New York sales manager of Ziv-UA, earned his v.p. stripe. 

• Harold Winston becomes general manager of Screen Gems de Mexico, heading their 
sales throughout Latin America. 

Entry deadline is 1 March for the second American tv commercials festival to 
take place 4 May in New York City. 

Festival director Wallace Ross expects entries to far exceed the 1,327 were submitted last 
year, the first time such a festival was held. 

Heading the tv commercials council of more than 50 judges are John Cunningham, Bar- 
ton Cummings, Bryan Houston, Charles Feldman, and Margot Sherman. (For names of more 
advisors and judges, see FILM WRAP-UP, p. (>(>. i 

Commercials producers are becoming increasingly public relations -conscious 
and more and more are turning to the issue of newsletters. 

MPO's newsletter is the latest; others are already being published by HFH, Videotape 
Productions, and Ampex. 

16 JANUARY 1961 57 

A round-up of trade talk, 
trends and tips for admen 

16 JANUARY 1961 

C*pyrt|ht IMI 




JWT appears to be working toward a 100% acceptance of the local rate in radio 
for its dealer and factory accounts. It's around the 80% mark right now. 

Re 9 January SPONSOR HEARS item, a WNTA-TV spokesman says there's been 
no meeting of minds, or even bodies, for the sale of the station to an educational 

He added this: the station's been substantially in the black since last quarter and, if any- 
thing, the company's negotiating for the acquisition of more station property. 

Some agency researchers predict that by the end of 1962 there will be avail- 
able a truly national overnight tv rating report. 

The exigencies of the client's marketing problems and the dynamics of the medium, 
they say, make this imperative. 

With buying becoming progressively flexible, the advertiser will be able to determine his 
next media move by knowing what his audience was the night before. 

Reputed to have played a major role in NBC TV's decision to make a deal with 
Disney was the availability of new cartoons in color. 

Color cartoons in tv have a fidelity that exceeds the level of live and outdoor. 

Westinghouse's important announcement and forecast in 9 December SPONSOR HEARS: 
The manufacturer will spend $1 million over the next six months to restore con- 
sumer confidence in appliance dealers, using network tv and key city newspapers. 

Copy accent: Integrity, honesty, fair-dealing that can be expected from W dealers. 

On the theory that the wrong type of personality can upset the team spirit in 

an organization, one rep practices this procedure before he hires a new salesman. 
The other salesmen are given an opportunity to vote on whether he's acceptable. 

The take-off of big-time radio dates back 30 years and it's interesting to note what 
constituted the medium's hit parade back there. 

The big 10 of 1931 could be said to have comprised these programs: 





I!ikI\ Vallee Varieties 



Voice of RKO (Phil Cook) 


RKO Theatres 

Aluater Kent Hour 


Atwater Kent 

House of Magic (Floyd Ciblmns) 


General Electric 

Voice of Columbia 


Columbia Records 

Westinghouse Salute 



\\1' Gypsies 



Frank Crumit-Julia Sanderson 


Blackstone Cigar 

B. \. Rolfe 


Lucky Strike 

Singin' Sam. the Barbasol Man 




• 16 JANUARY 1961 


. . . whether it's a homey "Y'all come or 

elegantly R.S.V.P. . . . KSLA-TV's viewers are 

honored guests at just about every happening 

in our area. Sports events, beauty pageants, parades, 

appearances of visiting dignitaries, concerts 

and plays, a formal cotillion, or the state fair 

livestock auction . . . all serve to keep Ark-La-Tex 

viewers tuned in . . . to keep up! 

Sharing the honors with KS LA-TV are an 

enthusiastic group of co-hosts . . . the advertisers, 

whose enthusiasm stems from the results thev get. 

To become a member of this 

hospitality committee, contact your 

Harrington, Righter and Parsons man today. 

shreveport, la. 

SRONSOR • 16 J \M VRY l'JOl 




CAME THE DELUGE— a flood of responses to WKY's (Okla. Ci+y) drive to determine most 
popular principal in the state's schools — which literally buried program director Danny 
Williams. Winner was presented with trophy and $100 in cash for his school by the station 


P a n-A m e r i c a n Coffee Bureau 
(BBDO) is spending 82 million 
in a 12-week campaign. 

A large (hunk will go to spot tv 
saturation- 10's, in prime time, anrl 
minutes, in fringe-in the top 30 mar- 

Net t\ nine one-minute participa- 
tions on nighttime shows, and 45 on 
daytime — will holster the promotion. 

The theme: Make it coffee, make il 
often, make it riiiht! 

FCC chairman Earl Kinlner say* 
the commission staff "has caught 
fire with enthusiasm" for their 
work. He adds that their work in- 
volved paving much stricter at- 
tention to radio-tv commercials, 
payola, and to advertising prac- 
tices in general in 1960. 

Previous record year. 1959, was 
exceeded 1>\ 52' i in number of com- 
plaints filed, the Kintner annual re- 
port said, lie made it quite clear that 

HONORING RETIREMENT of William S. Hedges (c), NBC v. p. political broadcast unit, after 29 years of service, are four of his former secre- 
taries (l-r) Eleanor Rummo, Evelyn Sniffen and Mildred Barr. Party for Hedges was held at N.Y.'s RCA building in the Rainbow Grill 

this trend is due t<> continue in l')(>|. 
However, he added, the FTC will 
continue to balance "the bludgeon 
and llic wagging finger.' He cited in 
particular successful I960 conferences 
with ad industrj leaders. This was 
tli<- wagging finger <>f voluntary com- 
pliance, with the bludgeon in reserve 
when it fails. 


• Oregon-W ashington-Cali- 
fornia Pear Bureau began a one- 
month spot radio saturation this week 
to promote its \njou. Bosc and 
Cornice pears. The theme: "Ml good 
things come in pears, ^gencj : Pa- 
cific National. Portland. Ore. 

• Johnson & Johnson has 
mapped out a network t\ campaign 
invoking ABC daxlime and night- 
time shows and NBC nighttime, to 
introduce its new M in in oral antisep- 
tic. The promotion breaks at the end 
of Januar) . 

• Dodge readying a 60-second 
spot radio saturation in the top 100 
Dodge markets for its Dart and Lan- 

cei cars. Scheduled to begin '22 Janu- 
ary, the campaign features 75 spots 

a week in each inai kit. \jen. \ : 


• I5\ mart I inlair. has bought a 
52-week schedule on \l!< l\ night- 
time and daytime Bhows to introduce 
its new Tint air (acme Color Sham- 
poo. \ saturation spot t\ campaign 
in the major markets w ill bolster the 
ml promotion, ^gencj : Kastor Hilton 
Chester Clifford \ Vtherton. 

Thomas T. Briimni from advertis- 
ing manager, Coopers Inc., Kenosha, 
Wise, to advertising and sales pro- 
motion manager, Brownberr) Ovens, 
Oconomowoc, Wise. . . . Roger M. 
Kirk. Jr.. from sale- manage] to 
manager, Lehn & Fink Division, I.ehn 
& link Products . . . ('harles Cooper 
to marketing coordinator, Helene 
< in tis. Beautv Di\ ision. 

Thisa *n* data: Dannon AI ilk. 
Products, Long Island City, N. Y., 

ha- been chai ged bj the I I ( with 
"misrepresenting therapeutii proper- 
ties claimed l"i I lannon "i ogui t. in 

ii- radio commeri i.d-. 


Sindlinger has formally an- 
nounced its cntr\ into the In M of 
a nationwide dail\ t> rating »ei\- 

The company will, it says, empha- 
size the qualit) ol the t\ audieni e 
rathei than it- size, using large and 
different -ample- foi each day's re- 

In addition to qualit) . note- Sind- 
linger, the undertaking aim- to report 
what audiences within "specific ft 
audiences buj or plan to buj . 

Sindlinger proposes to report l"i 
each t\ program for each daj such 
factors as: 

1. Sets-in-use b) each I") minute 
(local time i period. 

2. Program availabititj oi coverage. 
.">. Set--in-u-e where and when pro- 
gram was a\ ailahle. 

BOYS TOWN PARTY, an annual Christmas 
;vent co-sponsored by KMOX and food indus- 
try of St. Louis, played host to Cardinal stars 
Hal Smith (I) and Bob Miller, shown here 
with one of 70 young guests who attended 
climax to drive for food for Boys Town 

BUS CAMPAIGN being staged by WIP, 
Philadelphia, finds station gen. mgr. Harvey 
Glascock holding up posters for multi-media 
drive tying station's frequency with new year 

ONE OF FIRST to climb aboard WABC's 
new 'Swingin' Sound of N.Y.' is Gillette. 
Finalizing arrangements (seated) client agen- 
cy Maxon's Sue Barron, bdest. spvsr.; Ed Wil- 
helm, dir. radio tv; (standing l-r) Ray Stone, 
Maxon timebuyer; Barry Geoghegan, station 
sales mgr.; Ron Gelb, station account exec 

TRIBUTE TO Los Angeles station KGFJ by 
Greater All American Market is joined by 
(l-r) Rudy Harvey, Johnny Magnus, Pearl 
Robinson (Miss Brome of California) Her- 
man Griffith, Hunter Hancock Frances White 


1(> I \M \KY 1901 


1. Total households tuned to each 
tv program (five minutes or 
more) . 

5. Households tuned to all of pro- 
g] am. 

6. Households tuned to part of tv 

7. Average all or part household 

8. Share of audience for total house- 
hold & average households. 

9. Number of male viewers, 12 & 

10. Number of female viewers, 12 & 

11. Number of children viewers, 
under 12 years. 

Y & It's Charles Feldman, in a 
talk before the American Mar- 
keting Association's 8th annual 
seminar in Toronto, advocated 
sincere, straightforward sales 
pitches as a remedy for wasteful 

The highlights of his talk: 

• Research proves that half of all 
advertising is pure waste. The answer 
lies in winning the consumers belief. 

• If the main selling idea is of 
genuine interest to the consumer, than 
belief comes easily. 

• There is no need for camouflage, 
no need to make believe the advertise- 
ment is not an advertisement. 

Agency appointments: Mayfair In- 
dustries, Ft. Worth, Tex., to North 
Advertising, for its new. patented 
feminine hygiene product as yet un- 
named . . . Bartlow Brothers. Rush- 
\ille. III., to Katzif-George-Wen- 
hoener, Clayton, Missouri, for its 
Korn Top brand meats . . . Cat Foods, 
Escanaba, Mich., to Tobias, O'Neil 
& (.allay. Chicago, for Whitey Cat 
Food. Radio spots on Chicago's WLS 
will open the campaign . . . Duofold, 
Mohawk. \. Y. (men's and women's 
underwear l to Chirurg & Cairns 
. . . General Spra\ Service, K;ilonah. 
N. Y., to Allston. Smith & Somple, 
Greenwich. Conn. T\ will be used to 
push its lawn, garden and shrub 
spraying service ihi> year . . . Olney 
8 Carpenter, Wolcoit. to Rumrill, 
l!"i lii-in Foi il^ < >M ! canned French 
fried onions and potato sticks . . . 
Shulton to Kastor Hilton Cheslej 
Clifford & \therion. for it- two 
niw products in the propi ietai j drug 

field . . . William Pearson Corp., 
New York City, new American mar- 
keting subsidiary of Wm. Pearson 
Ltd., to Fletcher Richards. Calkins 
& Holden to introduce its new prod- 
uct, Oven Stick. 

M. Worcester from Universal Ad- 
vertising, Omaha, to account execu- 
tive. Holland Advertising, that city 
. . . Ralph F. Moriarty from market- 
ing manager. S.O.S. Division, Gener- 
al Foods. Chicago, to marketing sup- 
ervisor, Bennett, that cit\ . . . Wil- 
liam H. Knudsen from Smith. 
Hagel & Knudsen, to E. M. Freystadt. 
as senior v. p., and general manager 
. . . Roy Silver from director client 
services, E. D. Gottlieb, to account 
executive, Rose-Martin. 

They were named v.p.'s: Dr. A. 
Melvin Gold at R. H. Bruskin. New 
Brunswick, N. J. . . . Biron A. 
Valier and Edward A. Langan, at 
Gardner . . . W. Thacher Long- 
stretch at Aitkin-Kvnett. Philadelphia 
. . . Lloyd Ver Steegh Chicago office, 
and Clifford Boettcher, Racine, 



office, at Western Advertising 
K. Kemper HI, at Young & 

New agencies: T. Doughtcn Asso- 
ciates, Freeport. L. I., headed by 
Thomas P. Doughten, former Lennen 
& Newell v.p. and account executive 
. . . Seroka-Calvert. Mamaroneck, 
N. Y. headed by Joseph S. Seroka, 
Hciii us Watch Co. sales promotion 

New quarters: The Julian Bright- 
man Company, at 180 Common- 
wealth Avenue. Kenmore Square. Bos- 


Broadcasters were blamed by 
TvB's Norman E. Cash, in a talk 
before the Broadcast Advertising 
Club in Chicago, for the lark of 
tv facts ami figures know-how 
shown by non-customers. 

The highlights of the Tv B pi ce- 
dent's talk: 

• It is the responsibility of sales- 


will have a 


soon in 





1<> .1 VM vKY 1%1 

men of i\ to educate those who are 
not using the medium. 

• It should be noted thai televi- 
sion clients likr P&G, General I - Is, 

Lever, American Home Products, and 
Colgate-Palmolive, are using the tools 
more efficientl) than broadcasters. 

• Predictions, made in gross na- 
tional product or advertising, for the 
pear I960, «li«l not live up to expecta- 

• On a net time and tali'nt basis, 
television shaped up to a total of 
$1,630,000,000 last Near. The break- 
doun: network, $819 million, up 

In' , ; apot, $51 7.5 million, up . ' . : 
local $293.5 million, up Hi' , . 

\\ Wl-I \. Fori Wayne, has 
turned out lor buyers a producl 
inventor} Btorj involving its en- 
lire coverage area. 

In other words, the sales inventory 
charts are nol restricted to the metro- 
politan areas, as is a frequenl news- 
paper practice. 

The brochure shows thai the 19 

countries in \\ \ \ I - coverage out- 
-ide the home countv lai exceed in 



In This Important 

Special balanced programming at- 
tuned to area preferences exposes 
more prospects to your selling 
strategy. And . . . viewer confi- 
dence in WAST multiplies the ef- 
fectiveness of your sales message. 

SELL Where People BUY 



WILLIAM A. RIPLE. General Manager 

call I/O II r 


populal ion thai borne i ountj . Vlso, 
some sti iking different es in brand 

pleteielK eS and t I < ■ | IH 1 1< J pun h 

pi c\ ail bel w ecu the two. 

Barrett from kl.. D-TV, Bakersfield, 
Calif., to assistant genei al man i 
and national sales manager, Kl!\k- 
TV, thai citj . . . Charles M. Scbau- 
felberger from sales staff, \\ I .' < > ' 
I \ . Rochestet . V Y., to local sales 
representative. Wlll.< l\. that < iiv 
. . . Holt Gewinner, Jr.. to direc- 
tor, merchandising department; Jean 
Hendrix to supervisor, publicity and 
promotion department: Wallace 
Rogers II. to assistanl publii it\ and 
promotion director; and Roger 
Marx to tialhc operations manage! 
all at WSB-TV, Atlanta. Ga. 

David F. Mill iiiiin from general 
manager, \\l\lt. Binghamton-Endi- 

colt. N. V. to general manager, 
WPTZ-TV. Plattsburgh, N. Y. . . . 
George \\ ilson to promotion and 
publicity director, WSTV-TV, Steu- 
benville, Ohio . . . Richard Devine, 
from promotion manager, K.RYI. 
Radio. TV, and Theatre, Des Moines, 
Iowa, to assistanl promotion man- 
ager, W'l'VJ, Miami . . . Mrs. Patri- 
cia Wilson from media Inner. 
ler. Neal, Battle and Lindsey, Atlanta, 
Ga.. to assistanl promotion manager, 

WSOC-TV, Charlotte, N. C Hans 

J. Mobius from sales staffer to mar- 
keting co-ordinator, VVGR-TV. Buf- 
falo. "\. Y. 

Resigned: William T. Klumb, as 

national sales manager, \\ I'MJ-TV. 
to enter new business to he announced 
in near future . . . Lew Breyer. as 
executive v.p. WXIX-TV, Milwaukee. 

Kudos: WBBMTV. Chicago, v.p. 
Clark B. George, recipient of citation 
for "outstanding contribution to Chi- 
cago's convention business during 
1960" from the Chicago Convention 
Bureau . . . K TTN . L.A., awarded 
Helms \thletic Inundation plaque for 
the station's contributions to collegi- 
ate athletics . . W VST-TY. Ubany, 
genera] manager, William \. Riple, 
recipient of annual Television \l<m of 
the Year from \ll>anv Knickerbock- 
er News columnist Walter Hawver. 


K) JVM mi 1901 


New offices: Corinthian Broad- 
casting, Time \ Life Building, Rocke- 
Fellei ( ienter, New ^ ork I ii\ . 

Financial note: Store] Broadcasting 

declared quarterb dividend: forty- 
five cents per share <>n its common 
stock, payable !<• March, to stockhold- 
ers of record. 21 February. 1961. 
Also a quarterl) dividend of 12 and 
one-half cents per share. Class B com- 
mon slock. 


Stations WJBK, Detroit, and 
KBIG, Catalina, Calif., took ad- 
vantage of annual turn-ovcr-a- 
leaf time and ran a couple of 
catchy audience promotions. 

WJBK offered cash prizes of one 
dollar each to listeners whose New 
Year's resolution, funny, serious, cute. 
promising, or unpromising, was read 
on the air. 

KBIG gave awaj transistor sets to 
listeners who expressed himself most 
eloquently on the subject "The New 
Year's Resolution I Recommend for 
My Neighbor/" 

Ideas at work : 

• WINS, New York Cits, turned 
the tallies on dog shows with its re- 
cent sponsor product promotion con- 
test for Rival Dog Food h\ holding a 
peoples show with canine judges. To 
compete for first place in the stations 
Dogs oj Imerica [wards h> Humans 
Slums, listeners submitted entries 
based on their abilities to perform in 
"human field trials." Cash prizes, 
plus a Ri\al Blue Itibbon were pre- 
sented to winners. The judges: Judge 
Basset. Judge Bloodhound. Judge 
Great Dane, and Judge Morris Point- 

• WNEW, New York City, recent 
audience promotion involving give- 
away tickets to New York's newest 
musical. Do Re Mi. drew a mail count 
ol 188,822 cards during it- three week 
run. The idea: the station purchased 
200 tickets to the show and aired two 
announcements an houi im iting lis- 
teners t" entei theii names in the 
ih ,iw ing. \\ innei - wen- draw n and 
announced Christmas Eve and Christ- 
mas Day. 


• WHK, Cleveland, Ohio, paid 
tribute to the over-worked ^ ule time 
postman b\ running a Postman oj the 
Year contest. Listeners were asked to 
write the station telling wh\ the) 
thought their postal carrier deserving 
of this honor. More than 1.200 per- 
sons replied. The winner received a 
$100 bond and an engraved scroll 
naming him Postman of the 1 ear. 

Thisa 'n' data: W LS. Chicago, re- 
corded audience gains in Pulse s No- 
vember. 1900. radio survey . . . 
WFLN, Philadelphia, put together a 
full-color slide film for sales presen- 
tations . . . WGTO, Cypress Gar- 
dens, Fla., began a new series of pro- 
grams rebroadcasting and interpret- 
ing actual material heard over Radio 
Moscow . . . KTVU, San Francisco- 
Oakland, chosen to televise the 11- 
game schedule of San Francisco Giant- 
L.A. Dodgers games played at L.A. 
during this year . . . WTCN, Minne- 
apolis-St. Paul, drew 1.206 replies 
from listeners during a Business In- 
centives test offering 50 trading 
stamps for sending in one. after two 

Happy Birthday: WGBI, Scranton- 
Wilkes Barre. Pa., celebrated 36 anni- 
versary, 12 Januarj . 

Off-beat programing: WDOK, 

Cleveland, aired a special documen- 
(ar\ review of the various existing 
Sherlock Holmes organizations around 
the world. Going along with the 
premise I the organization's I that 
Holmes really existed, the program 
air-time. 6 January, commemorated 
the sleuths birthdav . 

roe I alii/ from sales manager. 
WNBC. New York City, to sales man- 
agei. \\ MCA, thai citj . . . Bob 
Crone from sales staff. National Life 
of Vermont, and Dick Jahlonski 
from WCPO. Cincinnati, to sales staff. 
\\S\I. Cincinnati . . . Robert C. 
I- rlil man from manager. \\ HBC. 
Canton. Ohio, to manager. \\ PDO. 
Jacksonville, Fla. . . . Mercer !.. 

King from manager. W.IBI). Tusca 

loosa. Ma., to manager, \\ \UD. 
Johnstown. Pa. . . . Danny S. Jacob- 
son, from -ale- supervisor, W.I/.-IY. 

Baltimore. Md., to general manager, 
KOTN. Pine Bluff, Ark. . . . Robert 
E. Sharon from v.p. and general 
manager. KDEO, San Diego, to sales 
manager. KIWI!. HolUwood . . . 
Stephen Kirscbenbaum from sales 
promotion supervisor, NBC Radio 
Spot Sales, to sales promotion man- 
age,. WNBC. New York City . . . 
John Mavasicb from account execm 
tive, WFRV-TV, Green Bay. Wis., to 
sales manager. \\"Dl X. that city . . . 
Ken Sorcnsen from sales manages 
WDl Z. Green Ba\ . \\ is., to manager. 
kll \h. Ce.lar Rapids, Iowa . . . W. 
B. Steis, general manager. WJERj 
D.ner. Ohio. WAND, and WCN(J 
both Canton. Ohio, to general man- 
ager, and Robert G. Clarke, from 
account executive to sales managi I 
WKJF-FM, Pittsburgh, Pa. 

Retiring: James E. Edwards, Sr.. 

president. Prairie Farmer station. 
WLS. Chicago. 

Station acquisition: \\ ORI). Spaa 

tanburg, S. ('.. bought b\ rlendersol 
Belk. Charlotte. \. C. from \\ MRC. 
Incorporated, the naient company. 
Sale brokered b\ Blackburn & Con 
pany, Mlanta. 

Kudos: KABC, L.A.. cited as "the 
most improved station"' and one of 
the "most progressive stations" in the 
L.A. area, by Los Angeles Times col- 
umnist, Don Pace. 


The monthly margin of increase a 
in total tv network gross time \ 
sales slid ofl somewhat in Octo- 
ber: the edge, which bad been 
running 9-10%, \>ent down to 


October 1960*s billing- for the 
three networks: $63,264,000. The in- 
dividual billings — also out of TvB/ 
IA \ -BAR: \.BC TV, $15,200.') 10. up 
21.2 r , : CBS TV, $22,973,080. down 
2.7', : NBC TV. $25,090,051, up 
9.6 r ( . Total January-October billings 
for all networks: $557,618,526. up 

9.3%. V 


Net tv sabs: \BC TV: Menneii 

(Grey) participation in id vt'n tures 

SPONSOR • l(> .i \M vM 19d 

,o :S«N YOUR 



channel13 rockford 


Vka Pret. t G.n Mgr. 


will have a 


soon in 



in Paradise, Cheyenne, and Roai 
20'$ . . . Simoniz (Dancer-Fitzgerald 
Sample), in //<<• Low <8 1/'. I<>nrs. 
The Islanders, Roaring J 11 %, and \\ .ill 
I Msne) ... I 11 ion < larbide I Est) > 
In tdventures in Paradise, < heyenne, 
and VaAerf( //» . . . M5( H : Block 
Drug (SSC&B) co-sponsorship of 
The Tall Man . . . P&G, Jack Paai 
Special, NBC TV, 31 January. 

Nel radio sales: 1BC: Oldsmobile 

i |). P. Brothei ' sponsorship of Bing 
( rosb'\ Golf Tournament, 22 Januai \ , 

Net programing notes: CBS T\ to 

debul new hour-long frontier -cries. 
Gunslinger, 9 February. Sponsor: 
l!c\ nolds Tobacco I Est) I . . . \BC 
TV's Beat the Clod replaced b) Sum- 
her Please . . . Mutual Radio setting 
aside some seven daytime programing 
hours l"i it- on-the-scene coverage of 
ilic inauguration, 20 January. 

Retiring: CBS Radio staffers, 1. S. 
(Zac) Becker, \.|>. in charge of 
business affairs, and William H. En- 
sign, account executive in the net- 
work sales department. 


Hales for national radio spot 
wenl up slightly in L960 accord- 
ing to Katz" latest Spot Radio 
Hmlget Estimator. 

For the 150 markets Listed, daytime 
rates were l'< higher than L959, 
while nighttime rates showed a frac- 
tion increase nf 0.2' < over the year 
I ief< ue. 

Kai/'- Estimator also gives a break- 
down cost "I 12 one-minute announce- 
ments per week in the 150 markets 
listed, for three time brackets: earl) 
morning, late afternoon I traffic time I . 
and daytime ( other than traffic time). 
Tht' rale- used are from SHDS Spot 
Radio Rates. November, 1960. issue 

The Estimator includes also a for- 
mula for estimating the cost of 12 or 
21 announcements per week, for 
schedules of 1. 6, 13, 39 and 52 


Young-TV, within the past t\*o 

weeks, has put together lour sta- 

tion-market presentations lor its 


Researched and published undei 
the direction of \ .p. I i ank ( •. Boehm. 
the In in hui'- point up audieni e ind 
measurement figures; i osl efficienc) 
i h.u ts, depth anal) -e- of regi d buy- 
ing and In ing habits as well as i ounl j 
b) -count) breakdowns ol retail Bales 
and bu) ing income. 

I he stations involved: \\ I \ < 

( hattai ga, I enn.; KIEM-TV, Eu 

reka, Calif.; KBES-TV, Medford, 
Ore.; KOTI. Klamath I alls, Ore.; 
KIMA-TV, Yakima, Wash.; K I I'M 
TV, Pasco, Wash.; KM \\ I \ . Lewis- 
ton, Idaho; KBAS-TV, Ephrata, 
Wash.; \\l\ \l. Columbus, Ga 

Rep appointments: WONE, Day- 
ton, Ohio, to H-R . . . KITO, San 
Bernardino, Calif., to Torbet, Al- 
len & Crane, for western represen- 
tation; and to Venard, Rintoul & 

IVfcConnell. for eastern. 

L. Boyle from manager, Detroit of- 
fice, to New York Cit) statT. Robert 
E. Eastman . . . Richard J. Hayes 

from Pet t \ tele\ isi<m -ale- depart- 
ment, to account executive, Blair 
I ele\ i-ion. New "1 ork Cit) . . . How- 
ard Rothenberg to eastern -ales 
manager, Everett-McKinne) . . . John 
E. Erickson from Peter-. Griffin \ 
Woodward, to manager, Chicago of- 
fice. Spot Time Sales . . . Kduard (',. 
O'Berst, returns as account exec, to 
CBS Radio Spot Sales in New York 
. . . Jerrold M. Marshall, to assist- 
ant manager, Boston office, New Eng- 
land Spot Sales, Inc. 

Peters. Griffin & Woodward pro- 
motions: Charles R. Kinney, from 
sales manager, New Vnk (!it\. to ad- 
ministrative assistant and assistant v.p. 
. . . William (». Walters, from ac- 
count executive t" sales manaser. New 
York office . W. Donald Roberts 
from account executive, Chicago, to 
sales manager, Chicago, and midwest 
territory . 


CBS Films was generating nen 

optimism for 1961 as it took a 
look back at its accomplishments 

tor the %ear just ended. 

sponsor • k> .i wi un 1961 

Three of its highlights for 1960 
were these: 

• A ■><! percent increase in inter- 
national sales over 1959. 

• \ network sale, Angel, to Gen- 
ii, il Foods and S. C. Johnson, on 

• Trrr\ toons" l!l percent increase 
over 1959 — expected to grow 56 per- 
cent more in 1961. 

Sales: Seven Arts Associated package 
of 40 post-1950 Warner Bros, features 
lo WOR-TV, New York, for $1 mil- 
lion . . . MCA's Paramount features 
to WMAZ-TV, Macon; WDBO-TV, 
Orlando: K.SLA-TV. Shreveport: 
WREC-TV, Memphis; WREX-TV, 
Rockford; WNBF-TV, Binhamton, 
and KGNC-TV, Amarillo . . . Screen 
Gems" Tightrope to a total of 95 mar- 
kets . . . Ziv-UA's Sea Hunt sold in 
its fourth year in 121 markets; latest 
sales are Bunker Hill Foods (Cargill- 
Wilson & Acree) on WRAL-TV, 
Raleigh and WJHL-TV. Johnstown 
Citj : Tower Federal Savings (Lincoln 
.1. Carter) on WSBT-TV. South Bend: 
Kirkman and Koury Real Estate and 
R. J. Reynolds on WFMY-TV. Greens- 
boro: and to stations KMID-TV, Mid- 
land; WPRO-TV. Providence; WISN- 
TV. Milwaukee: KTSM-TV, El Paso, 
and WDAM-TV. Hattiesburg . . . 
Studehaker - Lark's Mister F.d on 
WXYZ-TV. Detroit. 

Programs & producers: Ed Pal- 
mer will package 195 five-minute 

episodes of a howling series . . . 
Dynamic Films to syndicate Danziger 

Productions* The Cheaters. 

Commercials: Members of the Tv 
Commercials Council for the Second 
American Tv Commercials Festi- 
val to include these advisors: John 
P. Cunningham (C&W). Barton 
A. Cummings (Compton), Bryan 
Houston (FRC&H). Charles Feld- 
man (Y&R). Margot Sherman 
(McC-Fi. J. E. Burke ( Johnson & 
Johnson). Richard E. Dube (Lev- 
el I, James S. Fish (General Mills), 
E. P. Genock (Eastman Kodak i. 
M. M. Ylasterpool (GE), Jack \\ . 
Minor (Plymouth-Valiant), Ralph 
P. Olmstead (Kellogg), Julius 
Rudominer (Rayco), Harry F. 
Schroeter i National Biscuit i . Douis- 


las L. Smith (S. C. Johnson), Al- 
fred Whittaker (Bristol-Myers), 
and R. W. Young Jr. (Colgate- 
Palmolive) : in addition, judges to in- 
clude Ben Alcoek (Gre\i. Arthur 
Bellaire (BBDO), Herman Bis- 
choff (L&N), Dave Boffey (McC- 
El, Jay E. Bottomley (LaRoche), 
Alexander E. Cantwell ( BBD( ) I . 
Joseph R. Daly (DDBi. Lincoln 
Diamant i D&C), Lawrence E. Du- 
Pont (Tracv-Locke), Mark A. For- 
gette (JWT), S. J. Froliek i FRC& 
H), Hanno Fuchs (Y&R I. Pierre 
R. Garai (OBM). Patricia H. 
Grossman (McC-E), William R. 
Gibbs (JWT), Bernard Haber 
(BBDO). Rollo W. Hunter l EWR& 
R ) , Kensinger Jones ( C-E i . Law- 
rence LaBelle I Knox-Reeves I . Wil- 
liam LaCava (C&W). William J. 
Lewis (Maxon). Mark Lawrence 
(MJ&A), David B. McCall I OBM), 
Suzanne B. Malkus i N. W. Ayer), 
James Manilla (McC-Ei. Robert 
S. Marker (MJ&A). Arthur C. 
Mayer (H&G), Cordon Minter 
i Burnett), Newt Mitzman (OBM), 
Roger Pryor (FC&B) , Phyllis Rob- 
inson (DDB). Marshall G. Rotben 
(K&E), Alvin N. Sarasohn i K&E), 
Jack Sidebotbam (Y&R). K. C. T. 
Snyder (NL&B), Bruce Stauder- 
nian (Meldrum & Feu smith). Stan- 
ley Tannenbaum (K&E), Alan M. 
Ward (BBDO), Gordon Webber 
(B&Bl. Hooper White (Burnett). 
Donald Widlund (JWT), Samuel 
C. Zurich (N. W. Ayer), Larry H. 
Israel (TvAR), Beatrice Adams 
(Television Magazine). W. Richard 
Brunei- (Printers Ink). Harrv 
Wavne McMahan (Advertising 
Age), John E. McMillin (SPON- 
SOR), and Merrill Panitt I Tv 
Guide) . . . John P. Atherton to 
Wither Streech Productions as v.p. 
musical director . . . Louis Mucciolo 
appointed exeeuthe v.p. ol production 
for ARTS . . . The Harwald Companv 
of Evanslon announces new features 
oil its Model "U" Inspeet-O-Fihn 

sell Karp elected secretary of Screen 
Gems: two law \er-negotiators added 
lo lii- contract negotiations depart- 
ment: Seymour Horowitz and Mi- 
chael Frankfurt . . . Richard Ham- 
burger promoted to New )cik ( il\ 

>ales manager for Ziv-1 \. 


Public service in action: KLZ, 
Denver, in its report for I960, stressed 
public service and news programs . . . 
WOOD-TV, Grand Rapids. MichJ 
began its second semester of its public 
affairs program. Ten O 'Clock Scholar 
. . . KABC, Radio, L.A., selected for 
its Januarv public service project, 

Blind Men of Vision, Inc WKY- 

TV, Oklahoma City, for the sixth con- 
secutive session of the Oklahoma leg- 
islature, televised the opening legis- 
lative session and the Governor's ad- 
dress . . . Radio and tv station execs 
of Pennsylvania will get together at 
regional meetings this week, to hear 
the story of the 1961 Radio Free 
Europe fund . . . 

Kudos: WTIP, Charleston. W. Va. 
recipient of certificate of merit from 
Cooper Tire & Rubber Co., Findlay, 
Ohio, for "outstanding public service 
programing in support of a Cooper 
sponsored vehicle safety-check pro- 
gram." ^ 

Public service ideas at work: 

• WDZ, Decatur. 111., inaugurated 
a public service award program to 
pa\ tribute to men in the city's police. 
fire, street and water department-. 
The WDZ Superior Service Award 
will be presented to a deserving city 
departments person once each month 
for "outstanding service and devotion 
to bis work, above and beyond the 
call of duty." The final choice in can- 
didates recommended for the honor 
by department heads, will be made 
by the WDZ news staff. The award: 
a $25 U.S. Sa\in^ Bond, and a cer- 
tificate of commendation. 

Public service programing: West- 

inghouse Broadcasting debuts it- 
new 13 half-hour tv religious seri< •-. 
Face of the World, over KYW-TV. 
Cleveland; KDKA-TV, Pittsburgh; 
WBZ-TV, Boston; KPIX, San Fran- 
cisco; WJZ-TV. Baltimore. Md.. and 
WNEW-TV. New York City, this 
month. The series was produced by 
WBC in cooperation with the Jesuit 
Missions. National Information (ru- 
in \\ OWO, Fort Wayne, India- 
na, began a -cries of 15-minute pro- 
grams, Scoreboard id \merican 
Science, featuring leading scientists 
and educators. The series was pro- 
duced b\ the Edison Foundation. ^ 


Id .1 \M VRY 196] 


Tv and radio 

H i 

Irv Lichenstein, a L5-year broadcasting 
veteran, has joined Mutual Radio as direc 
Imi of advertising, sales development, and 
promotion, a newrj created post, lie conies 
to MBS from National Telefilm where, for 
the past three years, he had been general 
manager of it- Newark, N.J. radio station, 
\\ \\T\. and director of promotion and 
merchandising for the parent company. 
Previously, he was director of promotion and exploitation foi \H< 
Radio, lie is the recipient of a number of award-, eight from II \P>. 

Harry Trenner ha- hem appointed direc- 
tor of western sales development for KM) 
General. In his new post, he will lie head- 
quartered in L.A. and will he responsible 
foi the West Coast sales development for 
all the KM) stations. Trenner. who en- 
tered the broadcasting held in 1939, was, 

-t recently, an independent broadcaster 

th a proprietor-hip interest in \\ FEC, 
Miami. \\ K\ \l. Rochester, N.Y., and WBNY, Buffalo, N.Y. Previous- 
ly, he was v.p. in charge of sales for Mutual Broadcasting System. 

Keith C. Dare has been appointed sales 
manager for WNBF-TV, Triangle's Bing- 
hampton, New York, station. Dare comes 

to WNBF-T\ from WHCT, Hartford. 
Conn., where he had served in a similar 
capacity. WHCT has been sold to KK<> 
(General Teleradio for use in pa) t\ ex- 
periments. Trior to hi- affiliation with 
the Hartford station. Dare was an account 
executive for the NTA Film Network, VBC Radio, Katz, and Headly- 

Reed. He served with the Vrnied Forces during World War II. 

Fred L. Bernstein ha- been named vice 
president ami director of station relations 
for Radio-TV Representatives, Inc. His 
appointment triggers a large expansion 
program for the rep firm. Bernstein, who 
brings to his new post -"me I 1 years in 
radio and t\ experience, both from the 
local station management level to the na- 
tional spot field, wa- mo-t iceenth asso- 
ciated with International (. I Music and The Heritage Stations. 

Earlier, In- wa- an executive v.p. and gen. mgr. of Gordon Bdcstg. 


16 JANUARY 1961 




WWL-TV's big new afternoon 
show scores with the kids! 

Brakeman Hill run- the best 

known railroad in these parts, 
a model train that's the envj 

of every child's eye. Big enter 
tainment package includes Pop 
eye & Bugs Bunny cartoons 
The kids find their favorite 
shows on WWL-TV! 
Represented nationally />v Katz 



frank talk to buyers of 
air media facilities 

The seller's viewpoint 

About two-thirds of (til television programing is roughly classified as day- 
time. It accounts for less than half of all tr revenues, but van be the differ- 
ence between profit and loss for stations or networks, states Edward lUeier, 
MIC v.p. in charge of tv daytime sales. Outlining the ways daytime tv is and 
can be used, Rleier further points out that "daytime tv s selling force is fre- 
quently greater than other media that produce cost -per- 1,000 homes of three 
dollars or five dollars or seven dollars. There are countless success stories 
iOj direct sales increased in the drug. soap, toiletries, and food fields." 

Are you underestimating the power of daytime tv? 

low can you buy what you don't see? Almost every 
form of national advertising has concrete meaning to its 
buyers, clients, their personnel, account executives, media 
buyers, et al. You see your own evening television shows, 
your own evening spots, read your ads in newspapers or 
see them in magazines, hear them on radio or — at worse — 
lake home page proofs surrounded by oceans of white 
space that make a print ad look even better. 

The lone exception to personal "feel"' of advertising is 
daytime television. Obviously, those who buy advertising 
work during the hours when daytime is performing. 

It is now a common fact that the "buyers' market in 
daytime television has forced prices into a range where 
cost-per- 1,000 homes are obtainable in the vicinit) of onl) 
$1.25. Yei. daytime tv's selling force is frequently greater 
than other media that produce cost-per- 1,000 homes ol 
three dollars or five dollars or seven dollars Imam wom- 
en's magazines). Nevertheless, daytime t\ performs ex- 
traordinaril) well. There are countless success stories of 
direct sales increased in the drug. soap, toiletries, and 
food fields. 

Bui because all but the most sophisticated buyers have 
no direct "feel" for daytime, there are altogethei too few 
clients who give it the prime consideration it rain-. Ex- 
amine the most sophisticated advertisers ol household prod- 
ucts and you will find universally heavy users of the 


I low is it used ■ \\ ell, day time fal 

into several roush 

\. Women's daytime On the network, these arc the 
soap operas, audience participation shows, comedies and 
reruns ol nighttime film shows. Ihi- i- the bread and 
buttei ol daytime programing and of daytime advertising. 
It i-. ol course, supplemented b\ local stations with theii 
own reruns ol syndicated shows and local feature d I n i~ oi 
sei v ii e pi ogi ams. 

I he one thing all have in common is that the low rates 
and high effectiveness of these programs produce remark- 
able sales results for advertisers. 

B. Children's daytime — There arc several categories: 
network pre-schoo] shows, such as Captain kangaroo and 
Pip The Piper, older-appeal children's programing, such a* 
Rin Tin Tin, The Paul Winchell Slum. Sky King, et al. 
Locally, stations do a very fine job with stripped plays ol 
Popeye or Little Rascals or syndicated runs of such pro- 
graming hits as Huckleberry Hound. 

In every case, a children's audience is a responsive audi- 
ence. The rates are low. Frequently, cartoon characters or 
live personalities add strong personal selling and merchan- 
dising to these high audience-appeal programs. Several 
whole industries have been revolutionized bv children s 
daytime television, like the to\ business, the specialty cake 
business, etc. Children's daytime t\ also works but who 
lull kid- I who buy or make their mothers buy I see it? 

C. Teenage daytime Dick Clark, his contemporaries 
and imitators are proper I \ called the "Pied Pipers of Tela 
vision." Their audience appeal is good (and not only with 
teenagers, bul with post-teenage housewives as well). I his 
buying-conscious, dollar, and active audience also responds 
in direct ratio to television advertising. But, again, does 
the actual buyei "l advertising evei see and "feel then 
programs? No unless he's a sponsor oi one ol them, and 
then lie certainly feels it in the market place. 

1 ). Then- are other uses "I daytime t\ . of course. \\ eek- 
end -port- but these are known and watched by sponsors 

The broadcaster's and his seller's problem then is 
simply to educate the Inner ,ui the advantage- of what he is 
missing. Toward thai end, all branches ol h selling have 
expanded theii activities and produced fruitful results so 
far. It is mosl rewarding to see new client alter new client 
gel sales results from programs he has probably nevei seal 

\nd. once sold, clients -lav on television's daytime. ^ 



1(> .1 \\l \RY I'Xd 








/ to 10 40 rents each 

10 to 50 30 cents each 

50 to 100 25 cents each 

100 to 500 20 cents each 

500 or more 15 cents each 

To Readers' Service, SPONSOR, 40 E. 49th Street, N. Y. 17 
Please send me the following: 


\ [ME 




First round to Landis? 

The new- ihat president-elect John F. Kennedy had named 
Newton k. Minow to the vital post of chairman of the Fed- 
eral Communications Commission came as a shock and sur- 
prise to many in the broadcasting industry. 

Minow, a Chicago lawyer and former administrative as- 
sistant to Adlai E. Stevenson, is 34 years old and almost 
wholly unknown in radio/ tv circles. 

Until the Kennedy announcement many broadcasters had 
believed the job would go to FCC veteran Robert T. Bartley, 
a member of the commission since 1952. 

Most obvious inference to be drawn from the Minow ap- 
pointment is that President-elect Kennedy is taking very seri- 
ously the proposals of advisor James M. Landis for a com- 
plete overhaul of the regulatory agencies. 

While it is expected that some phases of the Landis report 
are going to face stiff opposition in Congress, there seems 
little doubt that the first round of the struggle has gone to the 
ex-Harvard Law School dean. 

Question: Will Minow follow Landis in thinking that the 
networks "exercise i<><> much influence on the FCC?" 

Tune in our competitor 

Our bat i- off to Willard Walbridge, general manager, 
KTRK-TV, Houston. Few men would have made the gesture 
which he made recently. 

Noting that a competitive Houston station (KPRC-TV I 
was carrying the 90-minute Victory at Sea documentary, 
Walbridge ran announcements urging his audience to tunc 
in the program, rather than the I ntouchables which KTIvK- 
TV had on the air opposite it. 

Walbridge said be considered it a service to listeners to 
call their attention to a program of such "transcending im- 
portance ... a genuine work oJ art." 

We agree with this analysis. Victor 1 ) was a wonderful 
documentary. Bui a -olid round "I applause is due W illard 
Walbridge, too, for having the courage and honest) t<> pro- 
mote a competitoi - show . ^ 



Hi Ho Buick, away ... A copy. 
writer we know was driving up the 
Connecticut Turnpike to deliver a 
Lone Ranger outfit to his nephew's 
10th birthday part) when a state 
trooper stopped him for speeding. 
When the cop asked. ".Now. what 
could possibly be the hurry?" our 
hero got a laugh — and a ticket — when 
he reached bark into his radio tv 
memory, slapped a silver bullet on 
the window ledge and said. "This . . . 
may help . . . to explain!' 7 

Cettum' up, Jag: Tv comedy writes 
performer Jack Douglas, author of 
"My Brother Was an 6nl\ Child" and 
"Never Trust a Naked Bus Driver,! 
found himself going the wrong way 
on a one way street in N. Y. recentlv. 
According to Leonard Lyons, a police- 
man also found Jack and screamed, 
"Waddsamatter, bud. you blind or 
something? Didn't you see the ar- 
rows?" "Arrows," screamed hack 
Jack. "I didnt even see the Indians!" 

Inside stuff: Ernie Kovacs, on Take 
a Good Look, had this old hag who 
resembled Ernie Kovacs tell a Christ- 
mas story la la Chas. Addamsi of 
Santa trying to round up his reindeer. 
The jolly old Spirit was quoted as 
sa\ ing, "Now. let'- see, (here's Dasher 
and Blitzen and Rudolph and Frnin 
II asey. Ritthraufj and Ryan. . ." 

Toothsome tale: This one was 

coined |i\ Moit Goldberg, a CBS Ra- 
dio engineer- "The Girl with the 
Gleam in Her Eye . . . somebody 
bumped into her while she was brush- 
ing her teeth. 

The broad view: "I've been down, 
out. and read) to quit this business a 
do/en times. ' Checkmate star An- 
thon\ George told II Guide. " \n<l 
ever) single lime, some woman has 
come along, taken an interest in me 
ami given me a real break."' What 
business are you in, anyway? 
Republicans? This release came in 
from KTTV, Los Angeles: "Tre-in- 
auguration special of K I I A will fea- 
ture the filmed half-hour Kennedy 
Story, which presents some little- 
known background ol President-elaB 
Kennedy. Special telecast pre-empts 
regular programing one-time onlya 
Januar) 3." /' on t there even he a 
repeat January ■>. 1°65? 


l(> JANUARY 1961 






Source: ARB Nov. 1960 


In just 6 months time after 
affiliating with CBS-TV, 
WTVR again leads in Richmond 
both day and night. 

WTVR audience is NOW greater than Station "B" by 44.3% 
WTVR audience is NOW greater than Station "C" by 58.6% 


WTVR delivers 45.7% more homes than Station "B" 

WTVR delivers 63.7% more homes than Station "C" 

1 i i i 

! More than ever before, your best buy in RICHMONC 

The South's First TV Station 




Represented by Blair Television Associates 

23 JANUARY 1061 
40< ■ copy*$8 ■ year 






• • • • 

FIRST Buff 3/0 By a 2 to 1 Margin New York State the United States 

*The October 7960 Metropolitan Area Pulse shows 

that WKBW has a larger total share of audience than 

any other radio station in the top twenty markets 

<n the United States, Monday thru Sunday, 6 a.m. to 12 mid. 

KBW - BUFFALO - 1520 
3,000 WATTS • Clear Channel 

Represented by 


Foi those preparing !<• 
make web lni\- her* 
arc ke\ trend facta 
about nighttime shows 

Page 29 

Report on a 
Detroit radio 
giant: WJR 

Page 32 

10 big steps 
in making a 
tape commercial 

Page 36 

sound gets 
fm showcase 

Page 40 

"next to KONO-tv... 
• this is the best way to reach 
the greatest number of people" 


San Antonio's 

Channel 12 

KONO-TV (ABC) gets the message across in a big way with 42.6 Share of Audience 

9 A.M. -Midnight Sunday through Saturday . . . against 29.6 and 27.7, 

according to latest ARB (August '60) 

Get the"lnside Story" on Son Antonio Television 

Represented by the Katz Agency 


fflw DDDDpirfiailBfi 0§ life® 2 nd ? 

* \ 

Just as important as one's 2nd shoe is 
Michigan's 2nd TV market ... that rich 
industrial outstate area made up of 
populous cities . . . 3,000,000 potential 
customers . . . 684,200 TV homes (ARB 
March '60) . . . served exclusively by 
WJIM-TV for 10 years. 



Strategically located to exclusively serve LANSING . . . FLINT. . . JACKSON 
Covering the nations 37th market. Represented by Blair TV. WJIM Radio by MASLA 


MING . . . 




KTRH is Houston's powerful radio 
voice for 60,000 square miles . . . 
blanketing over 80 counties . . . 
serving 1,087,100 radio house- 
holds including more than 
4,000,000 people as: 

• The news and information 


• The variety station 

• The network station 

• The family station 

50,000 WATTS - 740 KC 


Represented by Peters, 
Griffin and Woodward, Inc. 


58 Film-Scope 

14 19th and Madison 

62 News & tdea Wrap-l p 

8 Newsmaker of the Week 
62 Picture W rap-Up 
TO Seller"- Viewpoinl 
48 Sponsor \--k-. 
lO Sponsor Backstage 

60 Sponsor Hears 

2 1 Sponsor-Scope 

72 Sp ons()r Speaks 

18 Spot Buys 

72 Ten-Second Spots 

17 Timebuyers at Work 

68 Is and Radio Newsmakers 

54 IN Results 

5 7 \\ ashington Week 

Member of Business Publications 
Audit of Circulations Inc. 

SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation and 
Advertising Offices: 40 E. 49th St. (49 & Madison) New York 17, N. Y. Telephone: MUrray 
Hill 8-2772. Chicago Office: 612 N. Michigan Ave. Phone: SUperior 7-9863. Birmingham 
Office: 3617 8th Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 6087 Sunset 
Boulevard. Phone: Hollywood 4-8089. Printing Office: 3110 Elm Ave., Baltimore 11, Md. 
Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countries $9 a 
year. Other Foreign countries $11 per year. Single copies 40e. Printed in U.S.A. Address 
all correspondence to 40 E. 49th St., N. Y. 17, N. Y. MUrray Hill 8-2772. Published weekly 
by SPONSOR Publications Inc. 2nd class postage paid at Baltimore, Md. 

©1961 Si 

Publication* Inc. 


2M jam \in 1961 

© Vol. 15, No. I • 23 JANUARY 1961 




How to buy net tv in '61 

29 For the buyer planning a purchase for next season, here are the useful 
facts and figures to help detail the key trends—and make decisions 

The story behind the story at WJR 

32 ^- WJR - president Worth Kramer prepares to make his report to stock- 
holders on the first full \ear with CHS. SPONSOR profiles the station 

Shavian video helps bank in 'ad war' 

35 One-shot production of Ceorge Bernard Shaw's 'Candida' on tape helps 
Lincoln Savings & Loan \--ii. to boost image in midst of 'premium war' 

10 big steps 

36 SPONSOR goes behind the scenes of MW&S and NBC's taping studios to 
find out what goes into putting together a 60-second, stand-up, taped spol 

Steinway's sound gets fm showcase 

40 Renowned piano maker wafts its golden tones into home- of those who can 
appreciate (and afford I its very expensive product— via 32 fm stations 

SPONSOR'S semi-annual index 

41 Covering the last half of 1%0. the latest index lists all stories under 
17 major categoric- and 29 sub-categories, with cross-indexing included 

reason to 

Today, in seven-station New York, Channel 2 reaches 53# more audience 
than the second station. This gigantic margin of leadership, better than 
twice that of a year ago, is an all-time Arbitron high ! "ll/'fj JJ Q -TV 

CBS Owned • Represented by CBS Television Spot Sales 


(embracing industrial, progressive North Louisiana, South Arkansas, 
West Mississippi) 


Population 1,520,100 Drug Sales $ 40,355,000 

Households 423,600 Automotive Sales $ 299,539,000 

Consumer Spendable Income General Merchandise $ 148,789,000 

$1,761,169,000 Total Retail Sales $1,286,255,000 
Food Sales $ 300,486,000 


According to March 1960 ARB we average 79.1% share of audience from 
9 a.m. to midnight, 7 days a week. 


Channel 8 
Monroe, Louisiana 


A James A. Noe Station 

Represented by 

H-R Television, Inc. 

Photo: Vortheast Louisiana State College, Monroe. One of nine 4-year colleges within our 
coverage area. 



in news is 





TMI «.•«»«.» M««.II~« tv ■■do •OYimiilai ull 

Editor and Publisher 

Norman R. Glenn 

Executive Vice President 

Bernard Piatt 

Elaine Couper Glenn 


Executive Editor 

John E. McMillin 

News Editor 

Ben Bodec 
Managing Editor 

Alfred J. Jaffe 

Senior Editor 

Jane Pinlterton 

Midwest Editor (Chicago) 

Gwen Smart 

Film Editor 

Heyward Ehrlich 

Associate Editors 

Jack Lindrup 
Ben Seff 

Walter F. Scanlon 
Michael G. Silver 
Ruth Schlanqer 
Diane Schwartz 

Contributing Editor 

Joe Csida 

Art Editor 

Maury Kurtz 

Production Editor 

Lee St. John 

Editorial Research 

Elaine Johnson 

Sales Manager 

Arthur E. Breider 

Eastern Manager 

Willard Dougherty 

Southern Manager 

Herb Martin 

Midwest Manager 

Paul Blair 

Western Manager 

Georqe Dietrich 

Production Manager 

Barbara Parkinson 


Linda Caqle 

Readers' Service 

Barbara Wiqqins 


S. T. Massimino, Assistant to Publisher 
Fred Levine. Accountinq Manaqer. Georqe 
Becker; Michael Crocco; Syd Guttman; 
Hermine Mindlin; Wilke Rich; Irene Sulz- 
bach; Flora Tomadelli 


23 jam un 1961 



KBTV J 960 JfodUmat 

Riviera Cigarettes 

Pall Mall Cigarettes 

Ansco Films 

5-Day Deodorant 

Bissell Carpet Sweeper Co. 

Ban Roll-On Deodorant 

Sal Hepatica 



Viceroy Cigarettes 

Kool Cigarettes 

Life Cigarettes 

Campbell's Franco-American 

Carter Oil Co. 


Continental Oil Co.-Conoco 
Karo Syrup 

DuPont Children's Wear 
Friskie's Dog Food 
Gaines Burgers 
Heart of Oats 
Horizon Foods- Italian 

Kool Shake-Kool Aid 
General Foods- Minute 

Sliced Potatoes 
Cocoa Putts 
Gult Oil Co. 
Poll Parrot Shoes 
Dove Soap 

Liquid Ivory 

Secret Deodorant 
Spic & Span 

Duncan Hines Pancake Mix 
Quaker Oats Cereals 
Ralston Purina 
Helena Rubenstein 
Sawyers, Inc. 
Snick Safety Razor Co. 
Selchow- Riciiter Games 
Desert Dri Deodorant 
Skelly Oil Co. 
Fleischman's Margarine 
Blue Bonnet Margarine 

Tender Leaf Tea 


Union Pacific Railroad 

Italian Swiss Colony Wines 




Cracker Jack Co. 

Max Factor 

Flagg Brothers Shoes 

Florsheim Shoes 


Theo Hamm Brewing Co. 

Hertz Corp. 

Hoover Co. 

Andrew Jergens Co. 

Keystone Camera Co. 

Libby-Owens Ford 

Duke Cigarettes 

Local Loan 

Jiffy Popcorn 

Butternut Coffee 

Mr. Clean 

Sta Pine, Inc. 

Vick Chemical 

Washington State Apple 

Western Airlines 
Pan American Coffee Bureau 
Kent Cigarettes 
Newport Cigarettes 
Lucky Lager Brewing Co. 
Magic Wood 
Marx Toy Co. 
Maybelline Co. 
Maytag Co. 
Alka Seltzer 
One-A-Day Vitamins 

Minute Maid High C 
Minute Maid Orange Juice 
Mishawaka Rubber 
Parliament Cigarettes 
Marlboro Cigarettes 
National Association of 

Insurance Agents 
Ocean Spray Cranberries 
Morton House Foods 
Papermate Pens 
Peter Paul Candy 

Plan Food Research Corp. 


Clorox Bleach 



Crisco Oil 



J if Peanut Butter 



Dentyne Chewing Gum 


Chef Boy ar-dee 


L-B-Q Cold Tablets 

Liquid Bromo Quinine 

Kentucky King Cigarettes 

Brown Shoe Co. 

Carey Salt Co. 



Tree Top Apple Juice 



Colgate Dental Cream 



Morton Pies 

Wonder Bread 

Profile Bread 

Hostess Cake 

Special Hostess Cake 

Chun King Sales, Inc. 

Corning Ware 

Cudahy Packing Co. 

Ladies Home Journal 

Daisy Manufacturing Co. 

Dole Hawaiian Pineapple 


Man Tan 

Maryland Club Coffee 

El Producto Cigars 

Faistaff Brewing Co. 


Folger's Coffee 

M & M Candy 

Uncle Ben's Rice 


French's Instant Potatoes 

General Credit Corp. 

General Electric Co. 

Alpha Bits 

Post Sugar Crisps 

Gravy Train 

Instant Maxwell House Coffee 

Regular Maxwell House Coffee 

Oat Flakes 

Spanish Rice 


Betty Crocker Cake Mix 

GMC Pontiac Division 

General Toy Corp. 

Gold Medal Candy 

Affiliated Publishers, Inc. 

Maypo Cereal 

Anderson Soup 

Hills Bros. Coffee 

Ideal Toy Co. 

Butternut Bread 

International Latex 





Kellogg Co. 


Lucky Whip 

Lipton Tea 

Lipton Soup 

Coco Wheats 

Loma-Linda Ruskets 

Kent Cigarettes 

Old Gold Cigarettes 


Alpine Cigarettes 

Phillips Petroleum Co. 


Revlon Living Curl 

Top Brass 

Salem Cigarettes 

Camel Cigarettes 

St. Regis Paper Co. 

Shultons Men's Line 

Haley's M. 0. 

Bayer Aspirin 

The Texas Co.-Texaco 


Jolly Time Pop Corn 

American Sheep Producers 

Vita Yums 

Bourjois Evening in Paris 

Prince Matchibelli 
Luster Creme 

Muriel Cigars 
Nucoa Margarine 



i C. MULLINS, President • Represented by PETE R S. GRIFFIN. WOODWARD. Inr . .iof hfrqi n <j tatinn ka, 


you get that 

The advertiser who latches on to 
Madison's ABC-action station wins 
a commanding position in this 
populous Wisconsin trade zone. 
WKOW's realistic rate card en- 
ables you to buy high-rating net- 
work adjacencies . . . and local 
live show participations ... at 
pleasurably low cost-per-thousand. 


and 10,000-watt WKOW-AM 

TONY MOE Vicc-Pres 
and Ccn. Mgr. 

Represented nationally by 

In Minneapolis by 

Midconlineni Broadcasting Group 

and RADIO Sioux Falls, WLOL-AM, FM Min 
neapolis-St. Paul, KSO RADIO Des Moines 

^ ! off the week 

At 35, Newton IS. Minoiv is the FCCs youngest chairman and 
a man who admittedly has had little contact with commercial 
broadcasting. His appointment strengthens the hand of 
James M. Landis. the Presidents special advisor on the regu- 
latory agencies, and he is expected to work closely tvith Lan- 
dis on the problems of pay tv, the uhf controversy, and the 
licensing of networks, stations. Landis calls him '"''brilliant." 

The newsmaker: Commercial broadcasting is 4(1 \ears old 
and Newton N. Minow, the new chairman of the Federal Communi- 
cations Commission, is 35. At least two of his children I he and his 
wife, the former Josephine Baskin. have daughters 8. 6. and 2 I have 
been raised, he admits, with a steady diet of television. He. himself. 
did not finish his schooling and take up an active career until 1950. 
when tv had already begun to take a firm foothold as perhaps the 
leading communication influence 
in American life. 

Minow's appointment to the 
$20,500-a-year job is most out- 
standing for the fact of his com- 
plete lack of contact with broad- 
casting (except as legal advisor to 
two educational tv groups and 
some talent I. And this, all reports 
from Washington indicate, was one 
of (he main points in his favor 
with President Kenned) and his 
;ul\ isor. James M. Landis. 

"It is not essential that a man be 
an expert in radio and television," 

Landis has publicly stated, "for him to be a successful FCC chair- 
man." Landis sees the job as one in which administrative abilit) i- 
primarih involved. He told Mike Wallace on a W NTA-TV, Newark 
N.Y.. interview that "it's hard to discover whether a man possesses it 
until you've seen him in action, but he indicated that to be Vdlai 
Stevenson's law partner at 27 and to be chosen law clerk to the Chiel 
Justice of the I .S. (Fred Vinson) marked Minow as "brilliant. 

Chicago friends and associates of the new chairman told SPONSOl 
thai the industr) can expect "intriguing" developments during hi- 
tenure in Washington. One described him as "young, smiling, and 
verj intellectual guy," and another said. "You can be sure ol 
thing he'll take the stuffiness and stodginess out of the FCC." Th<i 
Michigan 1 . and Northwestern law graduate has said he is intensely 
interested in upgrading programing, but that am form of censorshi| 
would be "horrible." lie prefers the Word "persuasion." His firs, 
task this week: getting to know the commissioners. He has met onl;! 
one. Rosel Hyde, and onlj socially. ^ 

Newton V. Winoui 


23 jani vm 196 

would havebeerTin his element "at WPTR 

Tom Paine- had a dedicated sense of responsibility. So 

has WPTR. He'd have loved it lure. 

WPTR takes a more active part in the promotion of 

Public: Service than perhaps any radio station in America. 

It plays music, of course, but news comes first. It believes 
radio is primarily a media of communications and that 
it is more effective in many areas than print could ever 
hope to be. 

WPTR originated "Action — Central News". This con- 
cept ot instantaneous round the world coverage plus 
mobile unit local coverage is now being used (title and 
all) by over 100 major radio stations coast to coast. 

But more — WPTR not only covers the news — it says 
what it thinks about it, too. And it says it in the most 

independent language of any independent in the business. 
perhaps why WPTR is the best listened to station in 
the market. 

Perhaps that's why it has more local advert isme than 
the next 3 stations combined; more total advertising 
than the next 2 stations put together. 



The Dominant Station in the market according to Pulse. 
Right up there with Hooper, too. For full details-see your 
E AST/man. Foster & Creed, in New England. 




by the 
we keep ! 










Chrysler Corp. 



Dodge Trucks 

Fisher Bodies 


General Motors 







'Nassau-Suffolk (Sales Management 1960) 


Over 400 top advertisers 
chose WHLI in 1960. 
Will you be on the 
"preferred" list in 1961? 

r ► 10,000 WATTS 



AM 1100 

th uoice oi 

Represented by Gill-Perna 


by Joe Csida 




Clients must 'control' public service 

On more than one occasion I have said to 
Norman Glenn, sponsor's editor and publisher, 
and to many another friend how much 1 enjoy 
alternating this space with executive editor John 
McMillin and his "Commercial Commentary." I 
find John's column shines with integrity, mature 
thought, and a highly proficient way with the lan- 
guage. But the piece he did a couple of weeks 
ago. slapping the wrist of a gentleman named Peter Peterson, execu- 
tive vice president of Bell & Howell, pleased me particularlv. It 
seems Mr. Peterson had remarked at a New York forum of the 
Academy of Television Arts and Sciences that he was becoming im- 
patient with the talk about "responsibility" in connection with pub- 
lic affairs programs on television. His sole responsibility, said Mr. 
P., according to John, was to "maximize Bell & Howell profits." 

Conceivably one of the talkers with whom Mr. P. may have been 
getting impatient was me, because my last three Backstages have dealt 
with this theme. And I have no intention of discontinuing while 
there is something of possible importance to be said. As a matter 
of fact, tomorrow, 12 January I as I write this I I will be addressing 
a luncheon meeting of the Television and Radio Advertising Club oi 
Philadelphia, and my subject will be "Our Brave New Sponsors. 

Take, for example, civil rights 

I am, however, going to tell my Philadelphia friends about a phase 
of this business of advertisers sponsoring controversial and disturb- 
ing programs which I have never discussed in print before, and 
which I have never seen covered in the endless words which have 
been written on this subject. I refer to the simple idea that if ar 
advertiser, or for that matter an agenc) or a network and/or statior 
wants to make a continuing and effective contribution to a bettei 
nation and a better world by throwing the spotlight, via programs oi 
radio and/or tv, on some serious social problem, he must exerrist 
more care and, yes, more control than in presenting any other forn 
of programing. 

Let me illustrate my point In taking, possibly, the most explosiw 
issue of them all: civil rights. Let us assume that the ad\ertise 
decides to sponsor a show of this kind because he belie\es in tli 
basic credo that all men are created equal and should be permitte< 
to live that wa\ all their lives, regardless of race and color. 

A show of this kind max take any one of a number of forms. I 
can l>e a show which treats an in-the-news situation, like integratio 
in New Orleans, in documentarj fashion, or ii can be a show starrin 
a big-name Negro performer who works with while performers ■ 
pi»vi|>| s performers of other races, of the same or opposite sex SI 
the Negro star. 

{Please turn to page 12) 


Z\ .1 VNl WW 19(i 





~e ought to be a new expression for "track record" in the case of 

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trail record. In any case, this outstanding, action-loaded series of 

| episodes has been blazing trails -or records -with "top ten" 

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j of audience, for four solid years! (See box, lower right) 

p it across the board, daytime or evenings, and this proven series, 

luced by Desilu and featuring John Bromfield, will draw for you . . . 

I as it has for top advertisers in hundreds of markets of every size. 

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ier Anahist, Vicks, Kent, Viceroy, Ivory Soap, Camel, Buz, Palmolive 

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onal and local sponsors. 

I reach for the rating ceiling with this proven successful property 
ay. It may even be first-run in your market. Contact your nearest 
A sales office, or those listed below: s 

NEW YORK: 10 Columbus Circle, JUdson 2-7300 

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CHICAGO: 012 N. Michigan Avenue, Michigan 2-5501 


w > 



. . . against all competition, any time slot, any market, as shown 
by ARB multi-month rating averages 


Cleveland, 10:30-11 p.m., Friday, Nov. '59-Mar. '60 RATING SHARE 

WEWS U. S. MARSHAL 24.1 46 0% 

Sta. B Person To Person 15.9 30.3% 

Sta. C Cavalcade Of Sports 12-4 23.7% 

Omaha. 9:30-10 p.m., Wednesday, Feb.-Nov. '58 


Sta. B U. S. Steel Hr./Circle Theater 16.2 27.6% 

Sta. C Wednesday Night Fights 15.8 27.0% 


Syracuse, 7-7:30 p.m., Friday, Nov. '59-Mar. '60 

WSYR U. S. MARSHAL 30.9 76.3% 

Sta. B Four Just Men 9.6 23.7% 

Oklahoma City, 630-7 p.m., Friday, Oct. '57-Feb. '58 


Sta. B Rin Tin Tin 12.9 25 3% 

Sta. C Annie Oakley 9.6 17.5% 


Cincinnati, 10:30-11 p.m., Thursday, Mar.-June '60 

WCPO U. S. MARSHAL 18.5 41.6% 

Sta. B Lockup 12.9 29 0% 

Sta. C Revlon Revue 13 2 29.7% 

Boston. 10:30-11 p.m., Saturday, Nov. '59-March '60 

WNAC U. S. MARSHAL 16.4 38.2% 

Sta. B Four Just Men 13.5 31.3% 

Sta. C It Could Be You 13.1 30.0% 

•January 1958-Julj I960. Average U. S. Pulse Ranking tor Syndicated Films 


hardest working 
sales clerk 

1. Alive 24 hours a day with 
imaginative programming 

2. Persuasive talent provides an 
effective showcase for your 
selling message 

3. Integrity and believability — 
Toledo looks to WSPD for re- 
sponsible community leader- 

4. Audience domination around 
the clock -shown by both 
Pulse and Hooper 

5. A rich market — more than 2 
billion dollars effective buying 
income -with Ohio's highest 
per capita income 

5 good reasons to put this 
potent combination of cir- 
culation and persuasion to 
work selling for you. Your 
Katz man will provide the 
complete WSPD Profile. 

WSPD -Radio 

a STORER station 

National Sales Offices: 

625 Madison Ave., N. Y. 22 
230 N. Michigan Ave., Chicago 1 

WS 6 


Sponsor backstage {Continued from page 10) 

Whichever form it takes, the probability is that the produce 
and/or director and/or star of such a show feels very stronglv aboul 
equal rights for Negroes. The probability is. too, that the produce 
(and/or director and/or star I is very emotional about the subject 
It is almost inevitable that this be so. If he didn't feel that strongly 
about the theme he would hardly be the right man to do the show 

However, his very emotional involvement makes it almost impossi 
ble for him, without the most sagacious and judicious counsel on th 
part of a calm, mature, and strong boss, to come up with a show wit 
the taste, the restraint, and, yes, the entertainment values to win ne 
friends and converts to the cause of equal rights and integration 
Too many times the star and or producer and/or director, motivate 
by his potent emotions, comes up with a show which pleases onl 
those liberals who already are overwhelmingly convinced of th 
justice of equal rights for all. 

Too many times he not only fails to make even the slightest de 
in the intolerant and prejudiced and bigoted, but he creates a fierce 
than-ever-determination in their pathetically twisted hearts to fig 
against integration in any form. 

Often, indeed, the emotion-torn star will even antagonize a sub- 
stantial segment of the audience who may well have been on th 
fence, with his bitterness and aggressiveness and his general te 
dency to flaunt his black defiance against all who dare disagree. 

And when such a star, uncontrolled by a well-meaning sponsor. 
does such a show, what is the net result? Just this: 

The sponsor, broadcaster, and all concerned are deluged with 
a flood of vitriolic mail, threatening utter and forever-lasting boy- 
cotts so that they are discouraged from carrying shows of this kind. 

Word spreads around Madison Avenue and all the Madison 
Avenues of the nation, and in the halls of the broadcasters, of the 
horrible repercussions the program generated. As often as not. as 
word spreads the degree of havoc wrought is exaggerated out of all 
proportion to the facts. And dozens, if not hundreds of other adver- 
tisers and/or broadcasters, swear silent oaths that thev will m 
do anything so foolish as to pla\ a part in presenting such a program. 

So that the very star and/or producer and or director who con- 
siders himself a champion in the cause of human rights, has dealt the 
cause a most severe blow. 

Why should the client care? 

Hut why, you ask. should an advertiser or a broadcaster take the 
trouble to try to control these emotional program people? Why rui 
the risk of having their very efforts to control the star or direct* 
treated in the press in such a way that they seem the bigots and the 
stuffed shirts? The answer is simply that we ma) give thanks that 
not all businessmen take the position of Mr. Peterson no matter how 
manv times advertisers take an unjust beating, and possibK lose cus- 
tomers for presenting a show with an important social message. 

We max give thanks thai there are businessmen like our new 
Secreian ol Defense, Robert McNamara, former!) president of Ford. 
John McMillin reported what McNamara told the I niversit) of Ma- 
bama graduating class in 1956 (in spite of Ford polic) objections), 
but it bears repeating here: ". . . whether you go into business. 
teaching, or public service, you must seek a greater goal than 
money." W 


23 jam \m 1961 













NEW YORK: 270 Park Avenue • YUkon 6-1717 
CHICAGO: 69220 La Crosse, Skokie, III. • ORchard 4-51 05 
DALLAS: 6710 Bradbury Lane • ADams 9-2855 
LOS ANGELES: 11358 Elderwood St. • GRanite 6-1564 

For list of TV stations programming Warner's Films of 
the 50's see Page One SRDS (Spot TV Rates and Data). 

49th and 
^ Madison 

Printers on radio 

I'd like to compliment you on your 
"Radio Results" feature, especially 
the recent year-end roundup. I only 
wish you were able to include a page 
of it with ever) issue. The brief suc- 
cess stories have often helped me close 
similar local sales. 

My reason for this correspondence 
(aside from the bouquets) is a re- 
< | uest. I'm currently working with a 
large local printing concern on a rath- 
er sizable sale. They're about nine- 
tenths sold, but are interested in see- 
ing such "success stories" as you pub- 
lish in "Radio Results." Oddly 
enough, this particular printer is the 
only local printer ever approached 

for radio advertising; thus we have 
no parallel to show him. 

Upon checking my back clippings 
of "Radio Results," I find there are 
no stories on printers there, either. 
Therefore, if at all possible, I'd ap- 
preciate any story you might have on 
this type of business. I don't imagine 
there would be too many printers 
using local radio, but thought I'd give 
you a try. Thanks again for a very 
helpful feature in a fine trade journal. 

John W. Bowling. Jr. 

sales representative 


York, Pa. 

• Printers. **<■ fear, are not important users of 
radio, but vou mav he interested in the com* 
merit* of Alee Hum' in SPONSOR ASKS, 26 Sep- 
tember 1960. 

WAVE -TV viewers have 
28.8% more TIRED FACES 

— and they buy 28.8% more cosmetics, 
toiletries and beauty aids in general! 

That's because WAVE-TV has 28.8% more 
viewers, from sign-on to sign-ofT. in any 
average week. Source: N.S.I., Dec, I960. 



NBC SPOT SALES, National Representatives 

Thank you 

You are to be commended on the rec- 
ognition you gave the Television Code 
and its important influence through- 
out the industry during the past year. 
SPONSOR certainly has followed the 
activities of the Code, its Board and 
staff diligently, and reported on them 
consistently. All of this has been most 
helpful and greatly appreciated. 

E. K. Hartenbower 
v.p. & gen. mgr. 
KCXIO Broadcasting 
Kansas Ctiy, Mo. 

Facts are what we like 
We have found the "Radio Results" 
section of vour magazine very inter 
esting and would like to inquire about 
the proper form to submit capsule 
case histories from our area. 

We have had several successful 
campaigns and feel they would be of 
interest to you and your readers. 

If vou have forms to follow please 
forward them to my department, here 
at KAYS Inc. 

Tad Felts 


traffic and continuity 

Hays, Kan. 

• There are no forms to follow hut we would 
like the following information: results t»f cam- 
paign, reason for using medium, duration of cam- 
paign, frequency of advertsine; and time of day 
purchased, cost of advertisings— and the like. 

5-City Directory 

Thanks for a copy of vour 5-City Di- 
rectory. Could you please send me 
two more? I would appreciate it very 


Donald H. Quinn 
Doherty, Clifford. Steers 

& Slwn field. Inc. 

Please send us 5 extra copies of the 
sponsor 5-Cit\ Tv Radio Directory, 
1960 edition. We find this very help- 

A. James Ebel 
v.p. & gen. rngr. 

Lincoln. Neb. 
« » » 

Main thanks for the 1960 edition of 

vour 5-Citj Director) . 

Would appreciate an additional 

cop) for sales department use. 

Paul Vdanti 
vice president 
// HEN-TV 
S\ racuse. V. Y. 

• w . Mr. happj t.. fill these requests fur the 
directory. Header- maj be Interested to know, 
the 196] .">-< it> Director] will be out ahout 1 


I I 


23 JANUARY 1961 I 


. . wlmy-tv creates 
sales in the nation's 44th market 

Creativity . . . someone's artistic ability 
iroduced this handsome leather saddle. 
Creativity . . . WFMY-TV's proven ability 
;o create greater sales and profits for you, 
n the Industrial Piedmont. 

Sell the nation's 44th market* (44 counties, 
17 cities) . . . where 2.3 million customers 
have 3.2 billion dollars to spend . . . for 
complete details call your H-R-P rep today! 

♦ Source: Television Magazine, 1960 Data Book 

In TV too... 
FILM does the Impossible"! 


"Sure, I'm Ford's shaggy dog . . . rated one of 
the brightest, even if I do say so myself. But, 
frankly, I'd get nowhere, if I weren't on film. And 
that, I'm told, goes for thousands of other TV 
commercials — animated and otherwise.'' 

Again, the dog is right. Film, and film alone, 
does three things for you: (1 ) gives animation- 
crisp, exciting; (2) provides the optical effects 
you've always required for high-polish com- 
mercials; (3) assures you the coverage and 
penetration market absorption requires. 

For more information, write Motion Picture Film Department 

East Coast Division 

342 Madison Avenue 
New York 17, N.Y. 

Midwest Division 

130 East Randolph Drive 

Chicago 1 , III. 

West Coast Division 

6706 Santa Monica Blvd. 
Hollywood 38, Calif. 

or W. J. German, Inc. Agents for the sale 

and distribution of Eastman Professional Motion Picture 

Films, Fort Lee, N.J., Chicago, III., Hollywood, Calif. 

ADVERTISER: Ford Motor Car Company 
AGENCY: J. Walter Thompson Company 
PRODUCER: Playhouse Pictures— Hollywood 


at work 

Margof Teleki ol Reach, McClinton & Co., New }<>\k. notes: "Re- 
cently a health) change lia- taken place in ilie field <>f — | > * > l television 
buying. Factors other than rating- ami ( <»i-per-l.(MM) have be- 
come increasingl) important. Fot example, audience composition 
male. Female, child, teen-age, mass audience, specialized audience 
influences the placing <>f the com- 
mercial message more and more." 
Margot points oul thai "the qual- 
ity product's message is being 
geared l<> the specialized audience, 
which means it is nol necessaril) 

adjacent to I he highl) rated pro- 
grams. One of the prime factors 
in proper commercial placement is 
the buyer's familiarih with the 
announcement itself, as well as 
with the client's ultimate objec- 
tives. This requires the buyer to 
view commercials i or listen to electrical transcriptions if radio i> 
being bought) prior to launching into a < all for availabilities." She 
feels. "Working closeh with account executives and/or the client, 
the buyer's efficiency is greatl) increased, and he has the chance to 
become a better integrated part of the over-all agenc) operation.' 

Art Topol of Ogilw. Benson \ Mather. New York, observing that 
"the season to he jolh" is past for another year, wonders whether the 
advertising profession did its share in making this a happier holida) 
season. "I he i:ieate-t jo\ of this holida\ season is the act of giving, 
hut not automatic giving. It is flattering to reeehe 11!! Christmas 

cards, hut how main ol US recall 
who sent them.'' The sending ol 
cards b) media to agenc) person- 
nel has become perfunctory, ex- 
pected, and a matter of a mailing 
list, therein losing the personal 
touch the holida) signifies. Media 
distribute the cards to everyone, 
almost like a promotion piece, SO 
that no one will be offended oi 
forgotten. Instead of sending 
Christmas cards to a li-t of many," 
lopol queries, "win can't media 
donate the moiies allocated for cards, postage, and time to a children's 

charity? There are so man) worthwhile children's organizations in 
operation— I NICEF, The Fresh Air Fund. The Neediest Cases Fund, 

to name a few. The knowledge that children will he fed. sheltered, 
clothed, and happier will rekindle the spirit of Christmas fo] all. I 
know that some station- did donate: I hope Others follow suit in 1961." 



V\_ V 



Br attleboro, vt. 
grcsnffop / mass. / keene.n.h- 



National and regional buys ] 
in work now or recently completed 



Thomas J. Upton, Inc., Div. of Lever Bros., Hoboken: Sched- 
ules on its instant tea begin 29 January in about 18 markets. Day 
and early and late night minutes, around five per week per market, 
are set for five weeks. On its regular tea, about 35 markets get two- 
week placements of prime I.D.'s this month and four-week placements 
of day and fringe night minutes early February. Frequencies are 
five to 10 per week per market. The buyer on instant is Steve Suren; 
on the regular, Bob Anderson; at SSC&B, New York. 

Lever Bros. Co., New York: Activity on Good Luck margarine be- 
gins this month in about 10 markets. The first of five flights, daytime 
I.D.'s will run for four weeks, 10 to 15 per week per market. Bert 
Hopt is the buyer at Ogilvy, Benson & Mather, New York. Imperial 
margarine, out of Foote, Cone & Belding. New York, begins schedules 
this month also, in about 35 markets. Moderate frequencies of prime 
and late evening minutes are being used. The buyers are Bill Croke 
and Al Kalish. 

Andrew Jergens Co., Cincinnati: Going into about 40 markets in 
January with schedules for Woodbury's soap. Fringe and prime min- 
utes and 20's to reach women are placed for four weeks. Buyer: 
Bill Birkbeck. Agency: Cunningham & Walsh. New York. 

Ceneral Foods Corp., Post Div., Battle Creek: Post Top Three 
placements start this month in a number of top markets. Minutes in 
kids' shows are being scheduled for four weeks. Bu\er: George 
Sirnko. Agency: Benton & Bowles. New York. 


Standard Brands, Inc., New York: Schedules on Blue Bonnet mar- 
garine start this month in about 15 secondary Southern markets. 
Fairly heavy frequencies of dav minutes. 30's, and 20's. Monday 
through Friday, are bought for five weeks. Buyer: Bill Ah rams. 
Agency: Ted Bates & Co.. New \ ork. 


Hills Bros. Coffee, Inc., San Francisco. New campaign on its cof- 
fecs nets under\\a\ (> February for four to five weeks. In h. sched- 
ules, in well i»ver 100 markets are lour traffic and daytime 30's. rang 
night 20's and I.D.'s, around five per week per market. Radio sched- 
ules, in well over 100 markets, air for traffic and daytime 30's. rang 
ing from 40 to 80 per week per market. Market- are heavilj wes 
and midwestern. with llill>" distribution ana running from the Pa- 
(iln coast to Cleveland. Buyer: Paul Kizenberger. \gency: V \\ 
\vn \ Son. Philadelphia. 


23 JVM vkv I'W.l 


Responsive, amusing, a perceptive partner with the pleasing rapport of a "metropolitan" personality 
. . . like each member of our media family — Television, Radio, Outdoor and International Advertising. 


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p STATIONS: WNEW-TV, New York; WTTG, Washington, D. C; WTVH-WTVP, Peoria-Decatur; KOYR-TV. Stockton-Sacramento. 

RAPT0 STATION'S: WNEW, New York. WIP. Philadelphia; WHK. Cleveland. 

OUTDOOR: Foster and Kleiser — operating in Arizona. California, Oregon and Washington. 

INTERNATIONAL: Radio Station WRCL. Worldwide Broadcasting. 


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vided (15 in/sec available) 

• Half track recording with full or quarter 
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"Convenience" features make operating the RT-21 Tran- 
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Basic recorder is supplied in two sections — a transport 
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Most significant tv and radio 

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in depth for busy readers 


23 JANUARY 1961 

Copyright 1961 



CBS TV has discarded several long-cherished policies in order to strengthen its 
daytime sales competitive position. 

The changes apply particularly to the programing between 10 a.m. and noon and their 
mainsprings are: (1) this time is available as straight minutes; (2) sponsors may ro- 
tate their minute commitments within that span as they see fit; (3) discounts will be based 
on the total minutes used annually, instead of the traditional quarter-hour unit; (4) 
there'll be individual discount rates for the winter and the summer. 

This discount structure, which takes effect 13 February, is based on an average of 
2,400,000 homes in the winter and 2,700,000 homes in the summer (the tune-in in the sum- 
mer is greater because of the added youngsters available) . 

The per-minute rate, plus the estimated cost-per-1,000: 













201 to 400 





401 to 600 





601 to 800 





801 to 1,000 





1,000 and over 





Two shows in the afternoon, Full Circle and The Millionaire, also become part of 

the new discount setup to this extent : the minutes purchased here may be applied to the 
morning minute total. 

Pertinent sidelights on this shift in sales policy and trade comment: 

• The billboard is eliminated from the shows in the 10-noon spread. 

• CBS TV sales for the first time has borrowed a term from newspapers: it's referring to 
the above rates as "insertion" rates. 

• Affiliate stations will have the privilege of selling the first minute of each of the 10- 
noon programs locally. 

• The competitive networks expressed this viewpoint: any way you look at it, CBS' pre- 
noon sales device and rate card shapes up as a substantial rate cut. 

• A quick survey by SPONSOR-SCOPE among agency media directors indicated the min- 
ute concept will be generally welcome because it makes it easier to buy and makes less work. 

• Among stations and reps the plan was generally viewed as a further drastic encroach- 
ment on spot and evoked heated protests. 

Eastman Kodak is trying to sell off its half of Ozzie & Harriet so that it can ap- 
ply the weekly $100,000 budget to the expansion of a spot tv idea it's already tested 
— and successfully so^in five markets. 

In any event, spot tv can expect to share in Eastman's tv budget on a substantial scale 
next season. 

Also part of Kodak's media future is a spot radio test, which will be conducted on 
its own via JWT. It will be recalled that Blair last year urged such a test as a preliminary to 
the use of a Blair Group plan which would involve 83.5 million a year. 

Chesebrough-Ponds has embarked its new Act in cough syrup on a 13-week test 
in eight tv markets via Compton. 

The schedule: six or seven spots a week, mostly in fringe time. 

Actin's a sister remedy to Pertussin and somewhat stronger. 

23 JANUARY 1961 


SPONSOR-SCOPE continued 

Texaco (C&W) has gone on a weekend spot radio weather reports kick: for 
the time being it's limited the campaign to the west coast with a 52-week prospect 

Another call for radio spots out of New York: Tyrex, Inc. (McCann-Erickson) in 
limited markets, 13 weeks, starting 6 February, 20 spots a week. 

Being placed out of Chicago: Continental Casualty (Geo. Hartman) ; Philip Morris 
(Burnett), 10-week schedule in 13 top markets. 

Wrigley Gum (via Meyerhoff ) has become a lively mecca of Chicago reps in re- 
spect to radio station group plans. 

The reps who have already pitched group buy plans to Meyerhoff: Katz, PGW, Blair, 
Adam Young, Eastman and McGavren. 

The agency's media department told SPONSOR-SCOPE no decision on any of the plans, 
which as a concept has suddenly become quite hot, will be reached for at least two weeks. 

Interesting sidelight: seems that most of the reps have predicated their Wrigley 
presentations on their own station lists only. In other words, they haven't asked reps 
with smaller-market stations to come in with them. 

The reason could be this: Wrigley 's, Chicago No. One radio source, is taking a six- 
to eight-week hiatus in such markets. 

On the theory that once you get a product started in a test market via radio 
you keep pounding away for many months, U.S. Tobacco has renewed its satura- 
tion campaign for Encore (LaRoche) in Toledo and Buffalo for another 13 weeks. 

The theory's rationale: because of the nature of radio the turnover of audience is greater 
than other media and, therefore, a different set of prospects can be sold by keeping 
up the pressure. Encore's schedule: 50 spots a week on three stations in each market, 

There may be spot tv in Timex's second half of 1961 but that won't be decid 
until the account has decided about the next agency; that appears months away. 

Meantime it will buttress its spring promotion with specials, including Red Skelton, Art 
Carney and a London circus, and four more NBC TV White Paper documentaries. 

The variety show turns up so far this season as the type that delivers the beit 
batting average in regular nighttime tv network programing. 

Here's how the various types came out in the second December NTI when averaged ac- 
cording to their inclusion in the top 40. 




NO. IN TOP 40 






Quizzes-Aud. Partic. 








Situation comedy 












General drama 




National Biscuit's Milk Bone (K&E) marketers haven't decided yet whether 
they want to make a national thing of the 22-week radio test they conducted in 

The test ended 31 December and the Milk Bone people are in process of finding out \ 
the collection of data at hand whether the campaign (1) increased brand awareness in 
large measure and (2) stimulated the brand's sales. 

Blair laid out the pattern for the test. National extension of the John Blair plan for the 
dog food account would entail about $800,000 annually. 

22 SPONSOR • 23 JANUARY 1961 

n . 

SPONSOR-SCOPE continued 

Economic conditions don't seem to have had an unfavorable effect on network 
tv time sales with the turn of the year. 

According to NBC Corporate Planning'* count of sponsored time units, the dip be- 
tween December and January for the three networks collectively was less than it was the year 
before. This time it was 10%. For the year before it ran 12-14%. 

Likelv reason for the narrower slide: new methods of selling both day and nighttime 
and the increased flexibility of network's use. 

Don't he surprised if next season the holdover net spot carriers embark on a 
policy of 30 originals and 22 repeats. 

Already these second and third season series are mostly down to 32 originals. 
The economic motive is obvious: the network is able to keep the average price 
down for the advertisers, even though the producer gets a hike with each succeeding 


Latest of the ABC TV* newcomers to be replaced is the spot carrier Klondike. 

Taking over is Acapulco on 27 February. 

They're both out of the same producer: UA-Ziv. 

General Mills' Betty Crocker division (BBDO) gave ABC TV $23,000 worth 
of daytime business because NBC TV is so loaded with Duncan Hines that it can't 
take any more cake mixes. 

As it is, NBC is carrying about Sl-million worth of Hines billings. 

The Crocker stay on ABC is for five weeks. 

However, there's still a huge wad of Crocker daytime money left in the budget 
for the second '61 quarter. Whether this will be released for tv depends on whether cor- 
porate powers elect to switch it to profits as the "crop year" approaches its end (30 May). 

A third of every dollar that goes into a five show nowadays goes for below-the- 
line, or staging, costs. Three years ago it was less than 25< per dollar. 

The latest below-the-line ratio was arrived at via a check with CBS TV and NBC TV. The 
below-the-line segment for drama is about twice what it is for variety, but it all averages 
out to a third. 

Upped union and other wages account for most of the three-year difference. 

Do you know why General Foods' Maxwell House Division is able to put on a 
blitz spot campaign without first having to crank up the budgetary machinery? 

The answer — it's got a $12-million spot bank that any one of the designated brands 
can readily draw on once the campaign is set. 

If a network show r featuring a specific brand doesn't produce enough frequency, the 
bank is forthwith tapped to make up the deficiency. 

This revolving fund, which eventually is refilled, does yeoman service for a brand that 
needs a fast and blistering takeoff as happened in the case of Yuban instant. 

Let it not be said that sponsor identification has disappeared altogether from 
the research lexicon of the business: Trendex is still measuring it. 

Trendex's averages by program type in its November report showed these correct 
sponsor identification percentages: 

Variety shows, 73%; quiz-panel, 53%; hour drama, 44%; half-hour drama, 35%; 
situation comedy, 36%; westerns, 32%; suspense-mystery, 23%. 

Patently what has happened: about the only types that now can count on a sizeable 
who's-sponsoring-it quotient are the variety, hour anthology and quiz items because they 
alone remain preserved from expanding multiple sponsorship. 

23 JANUARY 1961 23 

SPONSOR-SCOPE continued 

Bulova (McCann-Erickson) has both tv and radio in its plans for 1961, tho 
just how the media will be used won't be crystallized for a week or two. 

In tv it'll either be specials or continuing network programing or a combination of 
both. In radio it'll go on being spot. 

The anticipated budget for 1961. $4 million. 


Put down Kraft (JWT) as a standout growth user of tv for the coming season, 
due largely, of course, to the fact it's adding lots of new products. 

There'll be a lot more spot as these products are introduced but particularly significant is 
this: Kraft may have two nighttime network programs in addition to Como. 

The media people in the major agencies can look for a lot of over-their-headg 
action during the next six months from a couple of tv station groups. 

These groups are talking to their reps about setting up for a sales thrust that will take 
the story of spot tv beyond the people who plan or recommend what media should be 

Actuating this strategy in large measure: a decision that stronger than usual tactics must 
be used to counter the drift of what had been spot money into network nighttime spot car- 
riers and daytime scatter plans. 

The groups are convinced they can't stem the tide by taking their competitive 
message directly to the agencies. 

Gillette (Maxon) last week dished out another $2.5 million for nighttime 
about evenly split between ABC TV and NBC TV. 

The expenditure period: between February and August. 

The company's already committed to ABC for about $7-8 million in sportscasts. 

ARB and Nielsen have different plans for their 1961 tv coverage studies. 

What each says it will do: 

ARB: (1) Leave New York and Chicago pretty much as they are, since they're 
over 90% home saturation; (2) update those areas where there may have been changes 
according to the latest census report and/or its market sweeps. 

NIELSEN: Make a completely new county-by -county swing, with the data inter- 
locking with the 1960 census figures. The hope is to have it on hand at agencies before the 
start of their fall spot buying. 

Pet Milk (Gardner) has become a prime target for new business pitches by tv 

In seeking to fill the void in tv resulting from the company's withdrawal from the Red 
Skelton show these business creators have advanced the argument that Pet, because of its 
crazy-quilt distribution pattern, actually belongs in spot. 

One fact cited: the average per capita consumption of evaporated milk in the south is 
double what it is up north. 

Something that strongly influences toiletries people in their choice of time in 
air media: 44% of married women have jobs outside the home. 

Add these, they figure, to the working girls and you might miss 40% of your potential 
women's market if you don't use nighttime. 



For other news coverage in this issue: see Newsmaker of the Week, page 
Spot Buys, page 18; News and Idea Wrap-Up, page 62; Washington Week, page 57; SPONSOR 
Hears, page 60; Tv and Radio Newsmakers, page 68; and Film Scope, page 58. 



\11 You Need to Know About Aspirin, 

or More 

/"~>iu \iisis and pedants call it acetylsalicyli( 
;uid. Chap name of Gerhard) whipped 
it up in 1853, but ii wasn't until deadlines 
became common that anyone could think oi 
a use for the stuff. Actually, Heindrich 
Dreser, researcher for Bayer in Germany, 
was looking for a palliative for rheumatoid 
arthritis sufferers who couldn't stand the 
side effects of salic \lates, real stomach Ik mi lis 
widely used around 1899, when he tried old 
Gerhardt's concoction. It worked. 
One thing led to another. Some character 
with arthritis and a hangover took it. felt 
better, and schnapps sales boomed. It was 
serendipitous for drinkers but eventually 
tough on Bayer. The name aspirin evolved 
after a generation of prescription-fillers gol 
headaches trying to read acctvlsalic \ lie acid, 
scrawled by doctors not famous for calli- 
graphy. It became acetyl-spiric, then aspirin, 
and not a minute too soon. 

Bayer's U.S. patent expired in 1917. followed 
in a few years by schnapps itself, it said there 
in the 18th Amendment. Alter a long legal 
hassle, Bayer saw the courts decide that the 
name had entered the public domain, or 
whatever words enwr when the) become 
common nouns. 

That aspirin relieves p. tin and reduces fevei 
is pretty well established. The reason for this 

is anothei mattei . pei haps hidden deep in 
the \niaM i i( ol the bod) . Some 1 7 billion 
aspirin are produced annually in Ihe l S 
Eastern fowans consume less than their 
share, since the) have fewet headaches, ,md 
WMT-TV. CBS Television foi Eastern Iowa. 
Cedar Rapids-Waterloo. Affiliated with 
\\ MI Radio. K-WMT Fori Dodge. Nation- 


al Representatives, The Kai/ Agency. 


23 ,) \\i IR1 \'H<\ 


There is nothing harder to stop than a tre 

||he trend is to ABC -TV, the 
>'g network on week nights 
1 he leader all week.* 












m appraisal supplement to National NTt reports tor week 
8. 1961. Nielsen 24 Market TV Report Average audi 
30 11:00 pm. Monday through Saturday 7 30 1 1 00 pm . 


A pretty melody 
is like Florence 

Florenz Ziegfeld to Florence, South 
Carolina— glorifier to glorified! But 
Florence doesn't need glorification. 
Fifth largest single-station market in the 
nation, Florence and WBTW 
go together like words and music. 


Florence, South Carolina 

Channel 8 • Maximum power • Maximum u 
Represented nationally by CBS Tv Spot Sales 


23 JANUARY 1961 

Risks of new web shows continue to increase 

', oj New Programs Returning the Following Season 

No. of New Programs % Returning Following Season 






















The Nielsen chart above 
returning for a second year 


This is 

number of 
one of the 

1960 38% 

new nighttime television programs 
many risks in network broadcasting. 


> For advertisers and buyers preparing to 
make network buys, here are some key 
trends and basic facts about nighttime shows 

P%lthough the new year is hardly 
>a-l the three-week mark — a short pe- 
riod of rest for postmen and industry 
agenc) researchers and advertisers 
ire bus) culling reports and studying 
rends which will ultimately be the 
groundwork for next season's net- 
work tele> ision bu) ing. 

Research organizations have kept 
their electronic computers, calcula- 
"is and I nivacs working full time 
nrough ihe winter months in order 

to meet the demand for special net- 
work surveys and the regular How of 
basic researeh material. 

\\ bile special reports ol>\ iousl) 
shed important light on — | •« ■< • i f 1 • ■ pro- 
gram problems, general trend data is 
getting close attention Iron: account 
men and others preparing network 
proposals For clients. Information on 
such trend areas as program casual- 
ties, lineup-, type of sponsorship, 
program lengths, show popularity l>\ 


23 jani vkv 1<)()1 

t\pes. etc., is being perused for hints 
as to which wa\ the wind is Mowing. 
particularl) at night. 

One of the most critical areas ol 
stud) is the casualt) rate, ^s the chart 
above shows, the long-term trend 
has been for the risk to increase. 
Except for the L957 season the per- 
cent of new -how- which returned the 
following season has heen steadil) 
declining. I he numbei "I new sh< 

has Hot heen ' ( om el -el\ | ill, l.-.i-iliu 

at a comparable rate primaril) be- 
cause different -how lengths compli- 
cate the data somew hat. 

Trend- on programing are \ ital to 
the advertisers as well as the 
broadcasters. I be chai t on pagi II ' 



Key nighttime sponsorship, programing trends 

Sponsorship, program shares on network tv by hours per week {average) 




Hrs. % 


Hrs. % 

Single sponsorship 







Alternate sponsorship 







Other sponsorship 























30-minute programs 










60-minute programs 










90-minute programs 










120-minute programs 






64.5 100.0 

73.4 100.0 

72 100.0 

The chart above shows the number and percent of 30, 60, 90, 120-minute programs per average week. Note 
the growing popularity of hour-long shows. Hours of single and alternate week sponsorship are also shown. 

Source: II December NTI each year; 7:30-11 p.m. Mon.-Sat.; 6-11 p.m. Sun. "Average Audience Hating. 


shows the number and percent of pro- 
grams aired weekly by length. Over 
the three-year period, there was a 
consistent increase in hour-long 
shows while half-hour presentations 
continued to lose ground. In 1958 
the total hours of 30-minute shows 
was twice that of 60-minute pro- 
grams, however, in 1960 figures are 
virtually the same. The chart reveals 
that the average rating for both half- 
hour and hour-long shows is about 
'•'|ual. No programs running 90 min- 
utes or longer were reported during 
the survey period, although some are 
scheduled through the year. 

Type of sponsorship changes from 
year to year. Single sponsorship, the 
NTI chart reports, has steadily de- 
creased during the past three years. 
Ironically, alternate week sponsor- 
ship varied little: however, other 
>l>< nsorship. whirl) im hides participa- 
tions, has gone up. I his is partially 
due l«i a greater number of spot car- 

rying programs during 1960. The to- 
tal number of hours programed by 
all three networks during the aver- 
age week represented is 72. Last year 
showed an average of 73.5 hours 
weekly vs. 1958 with 64.5. 

Anyone looking to find out the sta- 
tus of network television from a busi- 
ness point of view certainly wouldn't 
have to probe deep to discover that 
its big business and still growing. 
Every chart seems to indicate con- 
sistent growth. This not only per- 
tains to audience growth, which of 
course is a credit to the entire tele- 
vision industry, but web station line- 
ups haven't leveled off yet. 

The chart on page 31 shows how 
network station lineups for even the 
low ranking and poorest rated shows 
have grown over the past four years. 
The average station lineup for I960 
is 1 18. Since a graduated sample 
rather than the entire 120 shows was 
averaged, the figure is approximate. 

Although audience composition 
studies vary little from year to year, 
many researchers feel that ratings 
alone are not enough to substantiate 
a buy and carefulU stud\ the latest 
data for better adult coverage. 

Some would rather reach a full 
family at night rather than da\ time's 
women audience forfeiting attractive 
daWime costs and hea\ \ repetition. 
On the other hand, other advertised 
go under the assumption that the 
lady of the house is the dollar spender 
and other family members play a 
small part in choosing products. 

Unlike daytime's women audience, 
evening television reaches the entire 
familv. Saturday and Sunday between 
7 and 9 p.m. account for the greatest 
number of \iewers per set — 2.5. \l 
though 7 through 9 on weekdays is 
still the most popular time period. 
viewers per set drop slightly — 2.3. 
This is due to a small percentage of 
niehl workers and earh risers. The av- 



23 .j\m \ry 1961 

erage \ lewei - per iioinr 
during network option 
time is just over 2.3 
wfckciids and 2.2 week- 

The bi-weeklj anal) ses 
of the Top 10 network 
shows are alwa) s a con- 
versation piece. 

Based on the Ml De- 
cember report, a western 

Gunsmoke still tops 
the list. In spite of the 
predictions of main that 
westerns are on their 
ua\ out, four out of 10 
— the same as last year 

fall into that category . 
Three out of four are 
the same shows. The 
hour-long 77 Su nset 
Strij) has gone from 13th 
to seventh place. The 
Jack Urn m Show, al- 
though introduced on a weekl) basis 
late this season, has already grabbed 
a Top 10 position. Among the reg- 
ularly scheduled shows. Ed Sullivan 
is still retaining a No. 4 spot. 

Three hours and 31 minutes pel 
day are spent viewing by the aver- 
age television household, between 1 

Ratings, station lineup by rank 

Program 1956" 
Rank Rating 





































































Av. lineup 111 



Source: NTI Bint Reports December 1956, '58. 'GO. 'Low coverage.. ••Ranked 
mi PSB basis u. in: , i total I S average audience Foi shorn at night. 

and 1 1 p.m., reports NTI, Nov-Dec, 
I960. Viewing during the seven-hour 
period represents a four-minute in- 
crease over last year and a three- 
minute drop from 1958. It also means 
means that in 1060. 61' < of the dail\ 
viewing took place between 8 and 11 
p.m. Over 50% of the total seven 

1 s • • s j i -~ was spent b) 
viewers in front ol th' 
t«-l.\ ision -i reen. 

I In in \ t favorite 
viewing period is be- 
tw nil 9 a.m. and I p.m. 
One In >ii i and 27 min- 
utes takes pla» e dui 
thi> period .i six mm 
uit- increase ovei lasl 
win and 12 minutes 
more than 1958. I at< 
late, late Bhow watchei - 
account foi the 17 min- 
utes of \ iew mil: between 
1 1 p.m. and 9 a.m. Most 

stations arc olf the air 
through the wee morn- 
ing hours. \ total of 
five hours and !•"> min- 
utes daily arc spent 
viewing b\ the average 
^^^^^ tv family. 

If you re the pai ticu- 
lar t\pe of advertiser or Inner who 
won't buy a web show unless the 
rating is over the 25't mark, chances 
are that you'll be out of luck. 

Based on an Octobei sur\e\. the 
latest available. Nielsen reports that 
shows falling into that category have 
i Please turn t<> page 53 ' 

Average ratings of network tv shows by program type 

The show-types below are ranked by average Nielsen ratings. High % represents highest rating reported dur- 
ing report period. Low is lowest rated show. Chart contains number of shows averaged within each category. 










AVERAGE 18.3'/. 























mo Of programs 8 5 13 8 24 II 8 

high'/. 36.97. 26 4 38.8 31.3 28.2 27.3 26.8 

LOW/. 17.27. 19.8 11.4 9.0 9.9 10.8 7.1 



Source: Charts on pages 29. 30, 31 from Nielsen Television Index and reprinted with the permission of copyright holder. \ C N len Co. 



4 5 5 7 

24.2 208 17.5 17.6 
10.6 98 1 1. 1 6.2 




^ WJR's Worth Kramer readies report to stockholders 
on station's first full year after its break with CBS 

^ Survey of progress at Detroit's Goodwill Station 
shows effects of 'complete-range' program policies 

his week, in his quiet, comfort- 
able office on the 28th floor of De- 
troit's old (19291 hut still imposing 
Fisher Building, veteran broadcaster 
Worth Kramer is pondering a presi- 
dential message. 

It will he part of (he annual stock- 
holders report of publicly-held WJR, 
The Goodwill Station Inc.. to lie pub- 
lished in March, and will summarize 

the progress during 1960 of one of 
America's largest, and in some wavs 
most unusual, radio properties. 

Final audits of WJR's financial 
record have not yet been completed 
and Kramer is understandably reluc- 
tant to discuss exact figures. But 
last week, because of exceptionally 
high industry interest in WJR opera- 
tions, SPONSOR editor made a pre- 
liminary in-depth survey of Detroit's 

radio giant. For WJR I960 was a 
significant year because: 

• It was the first full year of oper- 
ation since the station severed its 
long time affiliation with CBS in mid- 

• It was the first full year of oper- 
ating under the concept of "com- 
plete-range" programing which, at 
WJR is in marked contrast to most 
industry programing practices. 

• It was a year in which the inter- 
est of national advertisers in radio 
showed signs of softening, and for 
WJR. with 70-P)(>' '< of its business na- 
tional, this presented a stern operat- 
ing challenge. 

sponsor's stud\ of WJR was aimed 
at discovering how well the station 
had met these challenges, and what 

l![||l!l!!!!lll!!!lll!!!ll!lli!l!!!!l!im ''iHIHIIHIIIIIlllllilllllllllllllll 

JOHN F. PATT, (1) board chair- 
man of The Gooduill Station Inc., properties include WJR, De- 
troit, and WJRT, Flint, is a broad- 
cast veteran with 39 years of experi- 
ence at W]R and KGAR, Cleveland. 
JAMES H. QUELLO, (r) gen.mgr. 
WJR, has been with the station since 
1947. Like all WJR executives, he is 
active in civic affairs. His outside in- 
terests include Detroit Housing Com- 
mission. Michigan Veterans Fund. 

WJR tops $3 million with unique management policies 


LIVE PROGRAMING. WJR broadcasts 29 dif- 
ferent live radio programs, most of them daily, 
plus two sportscasts and nine newscasts daily. 


LARGE STAFF. With a yearly payroll of over 
$1 million, WJR has 134 employees, one of the 
largest staffs of any radio station in America. 


HUGE COVERAGE AREA. WJR, a 50kw clear 
channel outlet, claims 17 million people in its 
primary coverage area in Mich., Ind., Ohio, Can. 


HIGH RATES. WJR's basic one-minute rate of 
$150 is more than twice as high as other 
Detroit outlets, one of highest in the country. 


business is national. Twenty-eight of its top 
50 accounts are located in WJR's primary area. 


NO FAITH IN RATINGS. WJR does not sub- 
scribe to any rating service, and neither pro- 
grams nor sells its station on basis of ratings. 




23 jam \in 1901 


significance, il anj . the \\ .1 1! expel i 
ence has for the medium ;is a whole. 
Here arc the findings. 

Financial. WJR, For years a main- 
sta\ (»f the CBS Kadin network, was 
reportedl) one "I the highest paid 
network affiliates. Worth Kramer ac- 
knowledges thai at one time WJR's 
network income exceeded $1 million 
annuall) . 

During the middle and late 50's 
however, this income dwindled stead- 
il\ and l>\ 1 ( ).">:: was less than 30% 
of 1950 totals. 

In 1957, \\ .11! reported to stock- 
holders total radio sales of $3,570,- 
000. In L958 sales had dropped to 
$3,275,000, including $170,000 sales 
volume from The Goodwill Inc. tele- 
vision propert) WJRT, Flint, which 
began operation in October 1 ( >">!'>. 

For 1959 radio and t\ sales totaled 
$3,966,000, and though the annual 
report did not break down radio and 
t\ income, it did note that radio sales 
wen- up over the L958 level of ap- 
proximatel) $3,100,000, even though 
for the first five months of L959 

when WJR still had it- CBS affilia- 
tion, there had been a sharp decline. 

Coming into 1960, therefore, WJR 
was racking u|> radio sales at the rate 
of well over $3 million yearly. Last 
week. Kramer indicated to SPONSOR 
that I960 radio -ale- would be "better 
than i;\ above 1959." (This com- 
pares with an estimated industry in- 
crease of approximately 1' < . i 

Clearly, in terms of time sale- WJR 
had met I960's challenges. But the 
real significance of the WJR stor) is 
probabl) to be found in its highly 
unorthodox programing and sales 
policies, and in the unusual prestige 
position it enjoys in the Detroit and 
Great Lakes area. 

Programing. I'.ven a quick glance 
at a WJR program schedule shows 
vast differences between it and the 
usual radio fare. WJR program 
director Reg Merridew sums up these 
differences as 1 I live programing, 2' 

WORTH KRAMER (r) president of WJR, The Goodwill 
Station Inc., has held many important civic and industry posts, 
including chmn. NAB Standards & Practices Comm. 


23 JANUARY 1961 

55- man staff programs WJR 'complete- range' schedule 

Merridew heads a 55-man pro- 
gram department that in- 
cludes announcers, producer- 
writers, newsman, musicians, 
program personalities, as well 
as sports, farm, and women's 
divisions. Merridew, who 
joined the station in 1959, has been the architect 
of WJR's new "complete-range" programing. 


Karl Haas has a six-day-a- 
week, full hour morning pro- 
gram, "Adventures in Good 
Music," which has been one 
of the most talked-of features 
in WJR's new "complete- 
range" schedule. Haas, an 
accomplished musician and teacher, is also su- 
pervisor of all the station's fine arts activities. 

NEWS EDITOR William Shee- 
han has a staff of five, organ- 
izes his news operation to 
alternate newscasters through- 
out schedule. Newsmen 
write and broadcast their own 
material. Sheehan himself 
was on Eisenhower trips to 
Europe, India, Far East, covered Khrushchev visit, 
Summit Meetings, many other top news stories. 

nolds manages extensive WJR 
coverage of such sports fea- 
tures as Detroit Tigers, Detroit 
yLrS 4 Lions, Big 10 Football, Detroit 

^g" ^^ Red Wings, as well as bowl- 

M ing. golf, skiing, track and 

■ 3* Ji I other pro, college, and high 
school events. Reynolds has two, six-day-a-week 
15-minute sports shows plus many short specials. 

farm and 
areas of 

FARM EDITOR Marshall Wells 
has seven-day-a-week early 
morning farm program (half 
hour) plus six-day-a-week 15- 
minute "Farm Roundup" and 
"Farm Digest" shows at 12:15 
p.m. Wells, who flies his own 
plane, is a familiar figure at 
grange meetings throughout agricultural 
Michigan, Ohio, Indiana, and Canada. 

ray gave up a tv career to join 
WJR. Her six-day-a-week pro- 
gram is angled to younger 
housewives. Her 10-minute 
"Conversations" is a Mon.-Sat. 
interview show. Other pro- 
gram executives not shown 
here are music dir. James Clark, choral dir. Don 
Large, and automotive editor George R. Kendall. 

fine music, ') i complete range pro- 
graming. I i adult appeal, 5) long 
time reputation and character of the 

With 2'' dilTcicnt live programs 
plus two li\c sportscasts and nine live 
dail) newscasts, WJR has nearly 23^2 
of il~ 24-houi schedule on a live ba- 
sis. It is one of the few large radio 
stations which -till employs staff mu- 
.-ic-ians i 211 in the music department) . 

Though ii has a number of record 
shows (the) arc manned by "person- 
alities" not d.j.'s— a word verboten 

at W Jl{ I its music policies are strict: 
No rock n' roll, no record repeated 
within 36 hours, no Top 40 program- 
ing, no records go direct to program 
personalities but all must be sent to 
its Record Library which maintains 
a careful cheek on schedules. 

An even more remarkable feature 
of WJR music activities is the prog- 
ress it has made in the realm of fine 
classical and semi-classical music un- 
der fine arts director Karl Haas. 
Perhaps the most striking innovation 
introduced at the station following 

the CBS break was Haas' Adven- 
tures in Good Music, a full hour 
morning program six days a week. 

Though it took over the old Arthur 
Godfrej time and WJR still gets oc- 
casional letters asking for Godfrey's 
return, audience response to Adven- 
tures in Good Music has been al- 
most startling, with an unusual pro- 
portion of fan letters coming from 
men. especialh in the professional 

Haas, an accomplished musician, 
conducts hi> program as a kind of in- 



23 .JAM AKY 1961 

formal. non-stuff) musical lecture 
on such subject- as "building a record 
collection ol good music. 

WJR's claim to "complete range" 

programing is based mi t h<- extraor- 
dinar) varietj <>f its schedule which 
contains programs aimed at business, 

farm, sports, school, college, and 
main other groups. 

\ prime example ol such program- 
ing, for instance, i- the station - Make 
Was Foi ) mitli program, on the air 
Bince 1948, with a 60-voice chorus of 
high school students, picked annually 
with the aid of school authorities. 
Make U us For ) oath has proved an 
impressive talent builder for the sta- 
tion, with a number of its graduates 
Bloving on to jobs as soloists and 
featured performers. 

Another example of complete-range 
programing was the 21-program se- 
ries of Automotive Reports, sched- 
uled when the new cars were intro- 
duced, and featuring talks by top ex- 
ecutives of everv major manufacturer. 

Still another "complete-range" fea- 
ture is the heavy coverage I perhaps 
the most extensive of am major mar- 
ket station ' which WJH gives to farm 
programs under agricultural director 
Marshall Wells. 

In the realm of news, the station 
was faced with the necessity of re- 
placing its highlv regarded CBS news 
coverage when it broke with the net- 
work in 1959. 

I nder news director \\ illiam Shee- 
han it has built up a news staff of six 
men which provide a service which, 
sa\s Sheehan, "'is more than we gave 
with CBS." 

W.IK employs News \ssociates for 
live-pickup Washington and foreign 
coverage, plus, of course. AP and 
L PI for hard news reports. In addi- 
tion, the station covers main major 
stories — the Khrushchev visit, Eisen- 
hower trips, conventions, etc. — with 
it- own men. Sheehan himself is prob- 
abl) the iii« ►— t traveled radio station 
oewsi aster in the business. 

W.I II newsmen write and broadcast 
their own programs and are alter- 
nated during the <la\. \ll W.lli news- 
asts are 1 5 minutes. 

Reviewing the station's "complete- 

range program philosophy . Merridew 

-av-. "Were always looking for new 

ideas. One area which we still would 

i Please turn to pac.e 50) 


ou dues a companv go about es- 
tablishing a corporate image unlike 
mosl others within its Industry? 

Lincoln Saving- \ loan \--n.. Los 
Vngeles, a one-office bank with de- 
positors from all over the metropoli- 
tan area, sel oul to build a prestige 
image amid the flourish of a "premi- 
um war" among other bank- in il- 
area, bj sponsoring, on local t\. a 90- 
minute taped production of George 
Bernard Shaw's Candida. 
The program was produced bv 

(T>S i>\o k\\T. and was bought for 

$7,500 bv the client, who has his eye 
open tor more shows of that tv pe. 

Lincoln's purpose in backing the 
-how was to hit an adult audience 
who would appreciate a higher level 
of tv programing. "Man) of the 
over 700 letters we received in re- 
sponse to the program praised us for 
'not talking down" to the audience. 
ad manager Richard Foulger told 
SPONSOR. The letters also responded 
to the production and the perform- 
ances, he said. Respondents came 
from all walks of life. 

" Uthough we didn't get a tremen- 
dous flow of business in response to 
the show, we feel it was a major step 
in building the desired image," Foul- 
ger explained. 

Lincoln'- commen ials had "\ irtu- 
allj no sell." be said. I he first 
spot talked primarily about Shaw and 
the plav. the second emphasized Lin- 
coln Saving- \ Loan - community ef- 
forts. The final i ommercial "I the 
pi ogram had -<>me Bell in it. 

This commercial motif is cat i ied 
through on the bank- othei broad 
■ a-i spot advei tising. I in* oln's ra- 
dio advertising is usuall) limited to 
announcements. However, the bank 
recent!) sponsored the Los Vngeles 
< .cild Tournament on radio. 

The bank situation in the Los \n 
geles area is ver) competitive, Foul 
ger pointed out. There is a great 
premium campaign going on, and 
most newspapers are saturated with 
premium ads of other bank-. There- 
fore. Lincoln has set about contrast- 
ing itself to the rest of the industry. 

"We onh spend about II'. of OUl 
ad budget in tv and radio," said Foul- 
ger, "and we -pend close to •"><>', in 
newspapers." He was quick to point 
out, however, that LS&L would spend 

more moiiev in tv "if we could find 
more -how- ol the same caliber." 

In the past, the bank sponsored re- 
runs of Life with hither. Torn Har- 
mon Sports, Clete Roberts Special 
Reports and Big \ews. ^ 

DISPLAYS, such as the one shown here, were used throughout Lincoln Savings & Loan's one 
office to promote showing of Shaw's 'Candida' on tv. Depositors also received advance mailings 






23 JANUARY 1961 



Sbat*- . jnP 

'We're all set to roll,' MW&S 
v.p. Milton Guttenplan tells 
client, who okays setup 


1. Setting up the format 

Guttenplan and Ronzoni a.e. Andre Luotto look over 
recipe books, while MW&S home econ. dir. Jeanne 
Fisher figures out step-by-step procedure for taping 

photograph) In Herb Levart 

2. How shall we say it? 

'Al dente' is the Italian phrase for 'tender yet firm' 
muses an MW&S copy group head, Barry Biederman, 
who ponders also the words 'Ronzoni sono buoni . . . 
Ronzoni is so good' as a way of stimulating appetites 

I watch the unruffled and poised Ronzoni spaghetti 
spokeswoman, \rl\ne Grey, lift a superbl) cooked strand 
of spaghetti— wound affectionatel) around a fork tine — 
out of a steaming pot, and listen to her breeze through ;i 
L73-word, 60-second spiel, it is difficult to imagine thai 
si\ hours, 1 I pounds of spaghetti, and 1 I jars of sauce 
went into the making. 

But there is more to putting together a taped, one 
minute commercial than meets the eye. Like the new 
Ronzoni spol which broke on the CBS filmed program, 
The Phil Silvers Show, regionall) on WNBC-TV, Men 
York, and WNHC, New lla\en. Conn.. earl\ this month. 

To see what goes into putting together a seemingh sim- 
ple, minute, taped commercial, sponsor went behind the 



23 jam \in 1%I 

3. Cooking-time test 

With timing such an important factor in 
sphaghetti cooking, Mrs. Fisher and Lu- 
otto test a batch in agency's kitchen 

4. How will it look on-camera? 

In order to assure the best camera angles, associate creative director 
George Cole, Mrs. Fisher, Guttenplan, and Luotto, take pre-shooting look 
at the prepared spaghetti dish via the agency's closed circuit tv system 

5. Last minute shopping . . . 

On day of the commercial, Mrs. Fisher and tv department staffer Arnold Walton buy finish- 
ing touch items adding to 11 lbs. of spaghetti, 14 jars of sauce used in perfecting the dish 


scenes of Mogul, Williams, & Saylor, and the 
NBC taping studios. 

A full week of writing and planning went 
into the pre-shooting of the stand-up varietj 
food commercial, with no fancy production 
values, followed by spaghetti cooking tests, 
the preparation (an agency secret) of a. 
technique for bringing out. from the pre- 
pared spaghetti casserole, an appetite-stimu- 
lating steam. 

The taping project, money wise, included 
these costs from NBC: settings, $750; stag- 
ing, $1,000; and engineering, $750. 

The entire production was under the su- 
pervision of MW&S tv director James Licht- 

To learn what went into the making of ths 
commercial — start with photo No. 1. ^ 

6. Easier camera flow 

In order to make it possible for the camera 
to project a continuous commercial se- 
quence, tables are placed in 'V plan 

7. Last-minute fever 

Making sure that the pot boils up the right 
amount of appetite-appealing steam before 
take are Mrs. Fisher, Luotto, Guttenplan 

8. Set to shoot 

Arlyne Grey, Ronzoni spokes- 
woman for past 10 years, gets 
set to go through her paces 

9. Taste appeal: key point 

Much of the success of the Ronzoni commercial— an educa- 
tional how-to pitch— depends upon the appearance of the 
product. A finished casserole dish is also shown in the soot 

10. Three takes— 'that's it! ■ 

A barely noticed camera move goes awry, but it's enough for 
a second (or third) take to be called by perfection-minded tv 
director. Miss Grey and agency people watch take playback 


ARTUR RUBINSTEIN is among the keyboard luminaries who demonstrate and praise the 
Steinway in the venerable piano maker's 32-market fm campaign aimed at a quality audience 


^ Kenowned piano's golden tones wait into 32 markets 
via fm; 16 artists demonstrate, speak for instrument in 
commercials designed to blend with the fin programing 

I <i speak of ideal marriage be- 
tween advertiser and medium may 
border on cliche, but the phrase is 
irresistible when it comes to Stein- 
u.i\ piano and fm radio. 

Here is an instrument reputed to 
be s\ nonv nioiis with sonorous perfec- 
tion. No impulse or mass consump- 
tion item, the Steinwav (approxi- 
mate price range: $1,395-7,000), re- 
quire- a medium equipped to repro- 
duce ils sounds, and an appreciative 
audience. Since fall. L959, that me- 
dium has been Fm, the campaign - 
-cope has reached 32 markets. 

"The lin audience, stales adver 
tising manager John II. Sleinwav . "i- 


well-suited hu us. in terms of in- 
come and taste. Surveys show a large 
percentage of fm listeners are in the 
well-to-do category, and if lhe\"re 
drawn to fms belter music. the\ are 
the prospects for us. 

There was some resistance bv tra- 
dition-bound dealers when fm first 
was pmposed. but afler a number of 
tests conducted l>\ Steinwav s agency, 
Y \\ . \\er X Son. thej were amen- 
able to giving il a li\. Since the fall 

of I960, after a \cai on fm. renewals 

ha\ c been coining up. and all but one 
have endorsed continuation for an- 
other year. 

^,i\ - John Sleinw a\ ""\\ bile am 

might allow us broader coverage in 
a given market, we find that the 
select-audience appeal plus the high 
reproduction quality of fm provide 
us with the most efficient and effec- 
tive radio buy." 

The Steinway fm commercials, all 
minutes, run with a weekly frequen- 
ce ranging from five to 12. depend- 
ing on market size. Instead of short, 
heavier flights they are spread ova 
the year because, as Steinway puts it. 
"We don't expect a short-term sale 
from these commercials, but rather 
we're interested in the long-term as- 
sociation of Steinway with good 
music and the artists who perform 
it." Evenings and weekends get heavi- 
est emphasis in Steinway's timebuyJ 

to bring in the familv 


Star of the Steinway commercials 
is the piano itself, as played by oik 
of 16 top-notch keyboard virtuosos. 
All of the 60-second spots open with 
the piano music, so as to blend with 
surrounding fm programing, rather 
than interrupt abruptly. Then the 
music fades to make way for co] 
points spoken by a regular announcer, 
and in the more recent commercials, 
a testimonial by the performing artist 
himself. There is time at the close of 
the spots for the local dealer's tag. 

Due to contractual arrangements I 
with a large proportion of the m 
prominent pianists. Steinway r is in a 
uniquel) advantageous position for 
obtaining its music and testimoni- 
als for commercials. Artists sign with 
Steinway in return for a Steinway 
piano, free of rental charge, at each 
recital. These performers readilv per- 
mit use <>f excerpts from their record- 
ings and testimonials for the com 

Steinwaj sales reportedly have 
been experiencing a continual rise. 
One dealer has noted an increasi 
Steinway turnover at the same time 
that oilier piano brands have m 
mained about the same or fallen ofl 
somewhat. He sees Im as the decid- 
ing Factor. 

Now in its 107lh year. Steinway i\ 
Sons has among its executives foin 
fourth-generation Steinway brother- 
and one fifth-generation cousin. Tin 
brothers are llenrv /.. president; 
Theodore lb. engineering: John H. 
secrelarv and advertising; and Fred 
crick, concerl and artists. The cousin 
Charles ("».. is in salc^. ^ 





23 .1 V\l VKV l'><> 

Issued '■/ <i | 6 months 





Starting here is the complete index of stories 
and features which appeared in SPONSOR during 
the second half of 1960. The material is indexed 
under 17 major categories and 29 sub-categories. 
Where stories fall under two or more categories 
they are cross-indexed. The subject index (both 
major- and sub-categories) is arranged alphabeti- 
cally, ith He the list of stories under each heading 
is arranged chronologically. Special issues are 
included in the index. In addition to articles in 
the main body of text, certain departments are 
also listed: NEWSMAKER OF THE WEEK, 

T\ : agencies new business-gettei 

Hey, getcha i o' beei (M< \l illin > 

llou ill. \ sold .it the Convention (J. E. McMillin) 

Web radio at Los Angeles: Mennen's big switch 

Brown & Williamson: t\ success story: part I 

Sponsoi Isks: How can department stores most 

effectivehj use broadcast'.'' 
Tv's cake mix battle: what next? . 
Brown S Williamson's big tv success story; part II 

I m moil in oil 

Some new "-uideposts for sports sponsors 

Peak air budgets fan anti-freeze rivalry 

llnu 71 banks spend radio dollars 
Shell-Ogilvj deal rocks ANA 

llnu local advertisers fared with local convention 

Synthetic yam makers find: tv solves 6-sided ad 

Vdmen critical of fee plan 

Top radio campaign* cover side product range 

Top 2r> net tv brands, 3rd quarter 1960 

Tup loo clients in spot t\ 

Win food brokers like spot . 

Clients: focus on ad 'ethics' 

I 1 July p. 33 

18 Inly p. 12 

L8 ImI- p. 29 

18 IuIn p. 32 
8 Vug. p. 33 

8 Vug. p. 52 

L5 Vug. p. 31 

15 Vug. p. 36 

22 Vug. p. 29 

5 Sept. p. 40 

12 Sept. p. 29 

I 1 Nov. p. 39 

21 Nov. p. 38 

21 Nov. p. II 

28 Nov. p. 27 

28 Nov. p. 30 

12 Dec. p. 31 

12 Dec. p. 34 

12 Dec. p. 35 

19 Dec. p. 36 
26 Dec. ,,. 34 


Newsmaker: Norman II. Strouse, chief exec, JWT 1 July 
Newsmaker: Theodore G. Bergman, adv. v. p., Kc\ 

Ion, Inc. IK Jul) 

Newsmaker: Geo. H. Lesch, chief exec, officer, 

Colgate-Palmolive 25 July 

Newsmaker: Melvin Eielitzer, dir. adv. & p.r., Ideal 

Toy Co. 12 Sept. 

Newsmaker: W. Roswell Chase, exec. v. p., P&G 24 Oct. 

Newsmaker: Gail W. Smith, head tv adv.. i.\l II Nov. 

Newsmaker: Neil McElroy, chrmn. of bd., P&G 

i \d Council'- Public S\cc. Vward recipient) 21 Nov. 


p. 10 



Tv: agencies new business-gettei II July p. 33 

Ten second- that -Imok Madison Vve. 11 July p. 36 

Typical agency reaction to VBC T\ plan 11 July p. 36 
Analysis of award winners l>\ ad agencies (r* 

festival) 11 Julj p. 39 

Seller's Viewpoint: Fletcher Turner, WRAL l\ 11 Jul) p. 76 

The high cost "I agency; t\ talent 18 July p. 36 

McCann has most complex agencj t\ unit 18 July p. 36 

Vt Ted Bates 109 work on Bin. & Wmsn. (chart) I~> Vug. p. 17 

\\ li\ the midwest is talking about Tatham-Laird 2 1 ' Vug. p. 36 

New relief for old time squeeze 12 Sept. p. I" 

'Don't call us . . . we'll call you' (D. P. Brother" 12 Sept. p. 12 

Agencj uses tin in self-sell '/akin t ".' .i Oct. p. 41 


23 jam'vuv 1961 


I ousj al promoting themselves 

Do big agencies 'control' spot tv? 

Agency tv execs! not expendable ._ 

1960-61 sbows delivered by agencies, clients 

Agency webs boost air role _ 

'Those two sponsor articles were wrong' 

(Bruce R. Bryant) _ 

Media departments re-tool for '61 

'New look' at C&W (chart i 

McCann's 'commandos' bring ad integrity down to 

earth _ 

New market ranking ahead? 

Shell-Ogilvy deal rocks ANA 

College radio gets boost from BBDO and U. S. 

Steel: part I 

Admen critical of fee plan 

Agencv "mavericks' on rise 

College radio's receptive audience: part II 

'Where there's life' . . . take 175 (Bob Johnson/ 


Top air agencies gave 53% to radio/tv in '60 

Top 10 spot agencies 1957-60 (chart) 

Top 10 net agencies 1957-60 (chart) 

5-year pattern of 1960's top air agencies 

Top 50 ad agencies in radio/tv buying __ _ 


Newsmaker: Barton A. Cummings, pres., Compton 

Adv _..._ 

Newsmaker: Richard P. Jones, media dir., JWT .... 
Newsmaker: Sol Sackel, pres. Sackel-Jackson Co., 

Inc. _ 

Newsmaker: Leo Burnett, pres., Leo Burnett Co. 

Clifford Davis: 'Don't use tv unless you merchandise 

it' _. 

Newsmaker: David C. Stewart, pres. K&E 

Newsmaker: Arthur E. Duram, senior v.p. for radio/ 

tv, FS&R _.... 

Newsmaker: George C. Reeves, mgr., JWT (Chi.) 
Newsmaker: Barton A. Cummings, pres., Compton 

Adv. . 
Newsmaker: David Ogilvy, pres. OBM 

10 Oct. 



10 Oct. 



10 Oct. 



10 Oct. 



10 Oct. 



17 Oct. 



24 Oct. 



24 Oct. 



7 Nov. 



14 .Nov. 



21 Nov. 



21 Nov. 



28 Nov. 



28 Nov. 



28 Nov. 



12 Dec. 



19 Dec. 



19 Dec. 



19 Dec. 



19 Dec. 



19 Dec. 



11 July p 

1 Aug. p 

8 Aug. p 

15 Aug. p 

5 Sept. p 

26 Sept. p 

3 Oct. p 

10 Oct. p 

7 Nov. p 

28 Nov. p 







N. V. timebuyers take over the town 

Seller's Viewpoint: Gordon Davis, WIND 

Timebuyers of the U. S. : part II 

Timebuyers of the U. S.: part III 

Timebuyers of the U. S. : part IV 

Timebuyers of the U. S. : part V 

Give the timebuyer more scope, admen urge 


Will computers replace timebuyers? 

New timebuyer survey: part I 

Seller's Viewpoint: Thos. P. Chrisman, WVEC AM 

TV . 
What timebuyers are paid: part II 

4 July p. 36 
25 July p. 80 

8 Aug. p. 1"> 

15 Aug. p. 45 

22 Aug. p. 43 

29 Aug. p. 38 

19 Sept. p. 41 

3 Oct. p. 29 

5 Dec. p. 27 

5 Dec. p. 65 

12 Dec. p. 39 



The $22 billion challenge ... _ 4 July p. 12 

Howard Abrahams: TvB's retail man 4 July p. 42 

Seller's Viewpoint: John Canty, WCCM ... 1 July p. 68 

Our up and coming radio/tv stars (Csida) 11 July p. 14 

Who scored in commercials festival: part I .. 11 July p. 38 

Standardized billing form clicks 11 July p. 46 

Sponsor Asks: What has been your most difficult 

sales problem? 11 July p. 48 

Commercials festival: trend to the softer tv sell: 

part II 18 July p. 40 

Convention: best radio/tv coverage yet (Csida) 25 July p. 12 

Their tv tab: $8 million (political coverage) 1 Aug. p. 29 

*Part I of Timebuyers of U. S. published m In Media Basics, p. 147. 


Broadcast seminars: a change of heart (Csida) 

Frank Pellegrin's dream for RTES _ 

The FCC and program control (McMillin) 

Seller's Viewpoint,: Allen Hundley, John E. Pear- 
son Co. . 

Air media from far and near (Csida) 

Sponsor Asks: How can stations better research 

their markets ? 

Why nostalgia for bologna? (McMillin) 

Burning questions on the single rate 

The lament of an unnamed broadcaster 

Sponsor Asks: How can broadcasters woo news- 
paper advertisers? 

Candidates clear the air (Csida) 

Help wanted: two new presidents (McMillin) 

Paving the 'Glory Road' (Csida) 

Industry reaction to the 4A's report: 'Why didn't 

you ask us?' 

Sponsor Asks: How can radio/tv attract your in- 

Rocks, posies aimed at station drummers 

Sponsor Asks: Is it really worthwhile for station 

men to visit agencies? 

Reaction to KYA 'Golden Rules' mixed ..... 

Will station plan over-commercialize tv 

Sponsor Asks: How did you make your greatest 

sale? _ 

Seller's Viewpoint: John W. Guider, WMTW-TV... 
Will spot radio hit $200 million? ... 
Tv's $20,000,000 gift — to the presidential campaign 
ANA headache: tv commercials' costs worry clients 

Depth in the Afternoon (W. F. Miksch) _ 

Required reading for the industry' (Howard Mor- 

gen's speech) (McMillin) 

Option time cut — a mirage? 

Shell-Ogilvy deal rocks ANA ... 

Station^ adopt billing form 

Seller's Viewpoint: Ralph W. Weil, KATZ . 

Some post-election reflections (Csida) _ 

Admen critical of fee plan _ 

\ \ I! meeting- end on new note of optimism 

Seller's Viewpoint : Robert F. Hurleigh, MBS 

Air media's latest notable achievements (Csida).... 

1960: the public affairs year ._ _ 

Washington: more controls on radio/tv 

24 Oct. p. 48 

24 Oct. p. 88 

31 Oct. 

7 Nov. 

I I Nov. 

II Nov. 

p. 27 
p. 29 
p. 27 
p. 34 

21 Nov. 
21 Nov. 
21 Nov. 

21 Nov. 

21 Nov. 
28 Nov. 
28 Nov. 
5 Dec. 
19 Dec. 
26 Dec. 
26 Dec. 
26 Dec. 

p. 14 

p. 33 

p. 38 

p. 84 

p. 88 

p. 12 

p. 30 

p. 38 

p. 80 

p. 12 

p. 29 

p. 38 


Newsmakers: Norman Knight, retiring pres., Yan- 
kee Network; Wm. M. McCormick, pres., Yankee 

Vewsmaker: Ward L. Quaal, gen. mgr., WGN, Inc. 

Newsmaker: Frederick Gilbert, gen. mgr., Broad- 
cast Div., Time, Inc. 

Newsmaker: LeRoy Collins, pre-.. N \l! 

Newsmakers: Clair R. McCoIlough, G. Richard 
Shafto, Merrill Lindsay, policy committee, NAB 

Newsmaker: Theodore C. Streibert, v. p. -gen. mgr., 

Newsmaker: C. Wiede IVter-meyer, pres., Corin- 
thian stations 

Newsmaker: Frank P. Fogarty, chrmn. of bd., RAB 

What's ahead for Ollie and ABC? Part I ... 

Vewsmaker: Alcuin W. Lehman, managing dir., 
Adv. Research Foundation 

Newsmakers of the Year 

Ka<lio/Tv Case Histories 

Yt hispering muffler make- loud sales jump ' Brodie) 111 Sept. p. 39 


The high eo-l ol agenev t\ talent l!i July p. 36 
Mow client- and agency men differ on show com- 

mis-ion- 18 July p. 38 

Their tv tab: So million (political coverage). 1 Aug. p. 29 

8 Aug. p. 12 

8 Aug. p. 40 

15 Aug. p. 12 

15 Aug. p. 86 
22 Aug. p. 12 

22 Aug. p. 52 

29 Aug. p. 12 

29 Aug. p. 29 

2') Vug. p. 32 

29 Aug. p. 52 

5 Sept. p. 12 

12 Sept. p. 12 

19 Sept. p. 12 

26 Sept. p. 29 

26 Sept. p. 48 
3 Oct. p. 38 

3 Oct. p. 50 
10 Oct. p. 37 
21 Oct. p. 32 

22 Aug. 



29 Aug. 



5 Sept. 



17 Oct. 



31 Oct. 



5 Dec. 



12 Dec. 



19 Dec. 



19 Dec. 



26 Dec. 



26 Dec. 




23 JANUARY 1061 

Oil's big 10 showed differences in sales, profits, and 

ad patterns --' ^ug. p. 29 

Tv web costs: hour shows up 10$ 22 Vug. p. 14 
sponsor's estimated average weeklj <o-t> for '60- 

'61 nighttime network t\ programs 22 Aug. p. 34 

Average cos) of nighttime t* shows 22 Aug. p. 36 

gas and apparel boost net l\ spending 5 Sept. p. I I 

Spot tv time sales in 77 markets '-' Sept. p. 32 

Food spending on n : a million bucks .i daj (TvB) 10 Oct. p. 36 

AN \ headache: i\ commercials' costs worry clients II Nov. p. 27 
Daytime net t\ show rates are up. hut are under 

contml 2] Nov. p. 36 
Current &-hour program pi in- of weekday net tv 

shows carried b) CBS NBC .. 21 Nov. p. 16 

Summer tv -pending was up 1- Dec. p. 34 

T,.p 25 net l\ brands, 3rd quarter 12 Dec. p. 34 

lop 100 clients in spot w 12 Dec. p. 35 

Top air agencies gave .">.'?' 7 to radio t\ in '60 19 Dec. p. 27 

Top 50 ad agencies in radio t\ hming with hillings 19 Dec. p. 30 

Sponsoi tsks What an youi tips on selling to 
Spanish speaking markets? 19 Da p, 46 


Clifford Davis: 'Don't use t\ unless you merchan- 
dise it' 5 Sept p. 38 

W mi .i promotion job? First, find a gimmick 
(KPIX) 24 Oct p. 35 

Wh.ii air buyers saj about merchandising "I Ocl p. 30 

Boh Molu put rimex on top 31 Oct. p. 35 

Sponsoj Isksi I'" agencies demand too much sta- 
tion merchandising? 11 Nov. p. 44 

Sponsor tsks: What type audience promotion is 

most effective? 21 Nov. p. 52 

'Open circuit' tv kicks off dealer promotion (Zenith- 
Norge! 28 Nov. p. 35 

P.R. firm spurs grass roots radio (Dutch Growers 
Trade Assn.) 28 Nov. p. 40 


Who -cored in commercials festival: Part I 

Want speedy tv commercials? Marry film and tape 

• Pidgeon Savage Lewis Vdv.) 
Commercials festival: trend to the softer tv sell: 

Part II 

Tv commercial stunt takes unforeseen tack (Cham- 

plin Oil) 
Old flicker technique finds new place in tv ( Blue 

Plate Mayonnaise) 
Is slow-motion next tv commercials trend? (Prell, 

Sponsor Asks: What makes a good agency tv com- 
mercial producer? 
Sponsor Asks: Why is there often a big spread in 

commercial producer^ bids? 
AN \ headache: tv commercials' costs worry clients 
Commercials go off the beaten sound track (Ray 

Scott, The Jingle Workshop) 
More 30's on daytime web tv 
Is t\ accepting taboo movie ads? 
'Where there's life' . . . take 175 (Bob Johnson/ 

Budweiser 1 
Seller's Viewpoint: H. D. Neuwirth, WTP 

11 July 



IK July 



18 July 



25 July 



10 Oct. 



17 Oct. 



31 Oct. 



7 No\. 



1 1 Nov. 



28 Nov. 



5 Dec. 



12 Dec. 



12 Dec. 



12 Dec. 




Analysis of award winners by producers (tv festi- 
Want speedy tv commercials? Marry film & tape 

i Pidgeon Savage Lewis Adv. » 
Sponsor Asks: How can locally produced tape 
shows be given national appeal? 

Lady execs rule the sales roost at Official Films 

Tv film lands the national sponsor (Ziv-UA) - 
Seller's Viewpoint: Oliver \. I nger, Natl. Telefilm 


Film and tape in an era of up- and downs 
Telepulse ratings: top spot film shows 
Telepulse rating-: top spot film -hows 
Telepulse rating-: top spot film shows 


Pay tv looks good in Canadian test: part I 
Report on Canadian pay i\ : part II 
What's going on in Mexican tv? (Frank Roehm) 
If you are going to use tv abroad 

11 July p. 40 



Network radio: right down \MI"- alley 12 Sept. 

Proctor's web tv debut pays off (Proctor-Silex) 21 Oct. 

p. 34 
p. 38 


Whispering muffler makes loud sales jump (Brodie) 12 Sept. p. 39 

There arc two ways about it (Chevy dealers) 12 Sept. p. 43 

Gallic charm of 'Miss Renault' fills the air, sells 

ie car hot" 19 Sept. p. 40 

Selling cars on radio: child's play for dealer (Lin- 
coln-Mercury i 5 Dec. p. 41 

Beer. Ale. Wine 

T\ station break teams weather, 20 sec. spot 

(W API, Sterling Brewers) 18 July p. 39 

Krueger cashes in on radio's 'visual' power 8 Aug. p. 38 

Clothing, Wcessories 

Burlington's massive cut-in drive (hosiery) 7 Nov. p. 36 

Drugs. Cosmetics. Toiletries 

( oty's new tv and print parlay 
How radio brings out the salesmanship in harbers 

Action t\ -hoot- Brylt reeni to top 

18 July p. 34 

18 July p. 39 W h\ Ksquire i shoe polish) stays with tv 
Financial. Insurance 

15 \ug. p. 


19 Sept. p. 


10 Oct. p. 


10 Oct. p. 46 

17 Oct. p 34 
7 Nov. p. 42 

7 Nov. p. 70 
26 Dec. p. 36 

18 July p. 52 

8 Aug. p. 64 
5 Sept p. II 

I Vug. p. 32 

8 \ug. p. 37 

10 Oct. p. 40 

24 Oct. p . 40 

How to hold down sales with t\ (( itizens' Mutual 

\ ut" Ins.) 

Radio sells monej for Beneficial (Finance) 
Bank u-es mobile tape to solve ad problem (Ex- 
change Natl. Bank) 

15 Vug. 
22 Vug. 

p. 43 
p. 41 

p. 38 


Seller's Viewpoint: Robt. W. Kerguson, WTRF-TV 1 Aug. p. 68 

Turmoil in oil 22 Aug. p. 29 

Whole-ale shipments: do thej fool air clients? 17 Oct. p. 30 

Foods. Beverages 

Hovi to sell ta-te with sound (Sacramento Tomato 

Juice I 
How to sell kids macaroni (on tv) (Butoni Wagon 


Giant-size radio for Coke of N. Y. 

Change in Charms radio copy hikes sales 20 r c 

(cand\ i 
Going stead) : Canada Dry and spot radio 
Public service -wings big sales for chain (Star 

Mai ki t- 1 
Out of nowhere to 70% distribution (Mammoulh 

l .inning i 
Off-beat beverage gets medical sell (Bovril) . 

4 July p. 34 

11 July 
25 July 

1 Aug. 
29 Vug. 

p. 42 
p. 32 

p. 38 
p. 38 

17 Oct. p. 41 

1 \ Nov. 
12 Dec. 


23 jani uu L96] 

p. 40 
p. 43 



Onl\ radio reaches the grass roots, says Globe 

(dept. store) 1 Aug. p. 39 

I, 1 , In, i.mi radio clienl ups sales (Raymond's of 
Boston) 3 Oct. p. 40 

Radio helps chain's 500% growth (John's Bargain 
Stores) — — - 17 Oct. p. 33 


How sex appeal sells gas (Tidewater Oil Co.) 1 Aug. p. 34 

Bin. & \\ msn.: tv success story: part I __. 8 Aug. p. 33 

Brn. & Wmsn's big t\ success story: part II 15 Aug. p. 36 

Bon Ami's jel up 35$ with net tv .. 5 Sept. p. 42 

II. w radio rebuilt an image (NY Times) .. 31 Oct. p. 33 

Video paves the wa) for top asphalt maker (Tri- 

State) 7 Nov - P- 42 

Win movies need saturation radio (Martin The- 

atr es) H Nov. p. 37 
Radio gets out -hopping throngs (Shop-A-Thon).... 21 Nov. p. 42 

Magnus' new net radio plus (organs) .. 5 Dec. p. 36 

\\|| airs its diversity on web tv — 19 Dec. p. 37 

Seller's Viewpoint.: ll.m\ Willni. \\ BKI. CNegio 

\gene\ u-i- fm in -elf-sell (Zakin Co.) 
Reaction to KV V 'Oolden Rules' mixed 
Seller's ' iewpoint: Jay Victor, Ja\ Victor Agency.-. 
Seller's ' iewpoint: Stephen I!. Labunski, \\M< \ 
Will spot .adio hit S200 million.' 
Seller'.', I iewpoint: Edward \. W. Smith, KQY 
Radio's role in the '60's ' McMillin) 
I low 7 t hank- -pend radio dollai - 
College radio gets boost from BBDO and U. S. 

Steel: part 1 

College radio's receptive audience: part II ._ 

How to buy (and sell I fm (Harry W. Wells, Jr.) 

Single rate is top radio issue 

Sponsor Asks: What's ahead for radio programing 

in 1961? .-_ 

Radio's big new burst of creativity: part I 

'Idea battle' woos public: part II .. 

Radio'- battle of ideas boils up new music and talk 

formats: part III 
Radio editorials gain in power: part I\ 
Radio news expanding fast: part V 

26 Sept. 



3 Oct. 



10 Oct. 



10 Oct. 



17 Oct. 



31 Oct. 



31 Oct. 



7 Nov. 



14 Nov. 



21 Nov. 



28 Nov. 



12 Dec. 



26 Dec. 



26 Dec. 



5 Sept. 



12 Sept. 



19 Sept 



26 Sept 



3 Oct. 




Will 'rock bottom' costs spur daytime network tv? 4 July p. 29 

\ second look at those net 'spot carriers' 1 July p. 32 

\\ ho like- public service shows? (TPI, WHIO TV) 11 July p. 41 

Is there a future in radio specials? 11 July p. 44 

Sponsoi Asks: What public service programs evoke 

strong audience response? - 18 July p. 18 

New $25 million t\ trend (public service progr.) ... 25 July p. 29 
Sponsor Asks: What are your nominations for re- 

vivals of tv shows? 25 July p. 48 

Seller's I iewpoint: Carl Stuart, WESA .. 8 Aug. p. 76 

New net radio plan- -lir stations 22 Aug. p. 32 

No let-up in specials boom 5 Sept. p. 36 

Sponsored entertainment specials set in 1960-61 5 Sept. p. 37 

Some new guideposts lor sports sponsors 5 Sept. p. 40 
Sponsor Asks: Mow can advertisers best utilize 

transcription shows? .. 5 Sept. p. 50 
Sponsor Asks: What arc the latest trends in local 

live n shows? 12 Sept. p. 50 
Seller's ' iewpoint: Richard Carlton, Trans-Lux Tv 

( „,,,. 3 Oct. p. 82 
Sponsor Asks: What are the latest trends in local 

In, tv kid shows? 17 Oct. p. 48 

Win local public service -ells (Corinthian stations) 21 Nov. p. 41 
Sponsor Asks- What'- ahead for radio programing 

in 1961? 26 Dec. p. 48 

Seller's I iewpoint: Joseph M. Higgins, WTHI-TV. . 26 Dec. p. 67 




( ..iiinii 

iiiiiin.i radio 

Nighttime nears 

i\\ MSC) 
Web radio at Los Angeles: Mennen's big switch 
New interest in radio's 'last word' 

\\ WE (radio tv) style I k- ask foi 'English' 

Sponsor dsks: What local radio technique should 

he applied lo national sales'.'' 
Fm scores in Politz stud) 
SponSOl tsks,: What old radio formats have new 

ludience appeal ' 

\ publishei looks at radio I N an R. < rlenn I 

Radio service 'shorts' ring suburban bell (Herald 

Trib. stations) 
Seller's Viewpoint: ["nomas ~~ Carr, v.p. & mgr., 

Sellei l iewpoint: Fred Walker, IO \\ 
Those Fancj fm prog ram • tiidi - 
Sponsoi tsks: How can fm become more com- 

mercial ? 

4 July p. 44 

18 July p. 32 
25 July p. 38 

I Vug. p. 40 

1 Vug. p. 50 
8 Aug. p. 44 

L5 Vug. p. 52 
22 Aug. p. 38 

2>> Vug. p. 35 

29 Vug. p. 88 

5 Sept. p. 29 

19 Sept. p 34 

I" Sept. p. 16 

Radio Case Histories 

How to sell taste with sound ( Sacramento Tomato 

Juice) _ 4 July p. 34 

Coty's new tv and print parlay 18 July p. 34 

Giant-sized radio for Coke of N. Y. 25 July p. 32 
Change in Charms radio copy hikes sales 20% 

dandy) __ 1 Aug. p. 38 

Only radio reaches the grass roots, says Globe 

(Dept. store i 1 Aug. p. 39 

Krueger cashes in on radio's 'visual' power _ 8 Aug. p. 38 

How radio brings out the salesmanship in barbers 

(Dan-D) .. _.. 15 Aug. p. 38 

Radio sells money for Beneficial (Finance) 22 Aug. p. 41 

Coing steady: Canada Dry and spot radio 20 Aug. p. 38 

Network radio: right down \MF's alley 12 Sept. p. 34 
Gallic charm of 'Miss Renault' fills the air, sells 

'Le car hot' 19 Sept. p. 40 
Reluctant radio client ups sales (Raymond's of 

Boston) 3 Oct. p. 40 
Radio help- chain"- odd', growth (John'- Bargain 

Stores) . 17 Oct. p. 33 
How radio rebuilt an image iM Times) 31 Oct. p. 39 
Why movies need saturation radio (Martin Thea- 
tres) .... 14 Nov. p. 37 

Radio get- out -hopping throngs I Shop- V-Thon ) 21 Nov. p. 42 

Magnus' new net radio plus (organs) 5 Dec-, p. 36 

(ill beat beverage gets -ell (Bovril) 12 Dec. p. 13 

Radio Hasies 

'Air Media Basics': watch for it (preview) .. I July p. 38 

Distribution of home radio -el- 18 Jul) p. 11 

( urrenl network patterns 15 Aug. p. 5) 

End results of typical net radio Inns. Dec. '59 12 Sept. p. IS 

Radio -ei sales index 10 Oct. p. 13 
Vverage hours of in-home radio usage per home 

per day 7 Nov. p. 9 

Summei in-home radio listening 5 Dec. p. 52 

Radio Network 

Is there a future in radio specials 11 Jul) p. II 

New net radio patterns sth stations 22 Vug. p. 32 

Network radio: 'biggest push' 7 Nov. 

Kailio Regatta 

Magazines, millinery, -hopping centers, finance 25 Jul) p. 52 
Shopping centers, real estate, hardware \ appli- 
ances, clothing stores 22 \ug. p. U> 
I a, tor) outlets, auto-, auto supplies, dair) products 19 Sept. p. 54 
Bottled gas, dept. stores, real estate, autos 17 Oct. p. I 



23 jam vm l'Hil 

Trucks, banks, autos, real estate I I No> p 18 

Builders, home sales, t\ Bets, department Btores L2 Dec. p. 17 

I960 Radio Results: Annual I ollei tion 26 Dei , p. 39 

Ktulio Spot 

Spol radio gains with 'featurettes' 25 Jul) p M 

New spol radio reach stud) hailed bj admen 

il'i.W Nielsen) 26 Sept. p. 32 

Ni» markel ranking ahead? II Nov. p. 31 

Spol radio's top 86 campaigns of I960 12 Dec. p. 29 

\\ In food brokers like spol 1'' Dec. p. 36 


Seller's I iewpoint: Win. L. Putnam, pres., \\ \\ I P 

WRLP 22 Vug. 

Warning to the slide-rule boys (McMillin) 29 Vug. 

Ratings: have admen losl control? 3 Oct. 

How accurate are ratings? (Martin Mayer) 21 Oct. 

New markel ranking ahead? 11 Nov. 

5 er's Viewpoint: Robt. C. Meeker, KCON .. 14 Nov. 

Seller's Viewpoint: Frank Boehm, Vdam Young, Inc. 28 Nov. 

Radio's broad-time-period rating gets a toehold . . . 

but . 5 Dec. p. 34 

3 1 


Sponsor tsks: \\ hat makes a g I station rep -ales- 

man? 1 Julj p. 52 
Rep gives its gals the salesman's grand tour (Har- 
rington, Righter & Parsons) 11 July p. 47 
Spol radio gains with 'featurette-' i \ilain Young) 25 Jul> p. 31 
What's behind Petry's t\ pitch 22 Aug. p. 40 
Sewsmaker: Bob Rains, mgr., Paul II. Raymei Co. 19 Sept. p. 6 
Sponsor isks: Should reps give out current infor- 
mation on competitive brands? 28 Nov. p. 52 


Wlm likes public service -l,„ws (TPI, WHIO TV) 11 July p. 41 

I- you] t\ show reaching buyers.- i Trendexi 25 July p. 36 

New interest in radio'-, la-t word' 25 July p. 38 

TyB digs up new data on daytime h 1 Aug. p. 36 

FM scores in Politz study 8 Vug. p. II 

What the new NT1 pocket-piece shows buyers 15 Vug. p. 34 
I low t\ homes watched Democratic convention 

(Nielsen) 22 Vug. p. 37 

What tv power mean- in extra-urbia 2 ( > Aug. p. 33 

New measure for t\ Inner- i \lkt. Ke-earch ( orp.i 5 Sept. p. 31 

Want to reach younger mothers (Tv \R. Pul-e) l n Sept. p. 38 
Give the timebuyer more -cope admen urge l Tren- 

dex) 19 Sept. p. 41 
New spol radio reach studv hailed by admen 

(PGW, Nielsen i 26 Sept. p. 32 

Nielsen to give tv -magazine data 26 Sept. p. 39 

Tvll hack- top-level research competition 3 Oct. p. 43 
Radio'- broad-time-period rating get- a toehold . . . 

hut 5 Dec. p. :: 1 

New timebuyei survey: pari I .... 5 Dec. p. 27 

What timebuyers are paid: part II 12 Dec. p. 39 


"\ir Media Basics': watch for it (preview) 1 July p. 38 

sponsor Index: Isl half. vol. 14, I960 25 Jul) p. II 

lltli \nnual Vir Media Basics 1 Vug. Part 2 

9th Annual Negro Issue . 26 Sept. Part 2 

Negro radio'- widening -tream of ad $$ 26 Sept. p. 5 

The market . 26 Sept. p. 6 

— The station- 2d Sept. p. 11 

— The new Negro Radio Association 26 Sept. p. 11 

Negro marketing basics 26 Sept. p. 17 

Negro iadio basics 2d Sept. p. 30 

Ni gro station profiles 2d Sept. p. 32 

Negro station programing 
Negro radio i lients 
'M h Annual Farm Radio & I v Sei tion 

I ii in -| -"i - 8 'on kets 

\ \'l I! Il> -p. ii k- majoi . h in • 

-• pi. p. II 

id p 1 1 

II Ocl p 
II Ocl 

II Ocl p i" 

I .ii in i oli" -i -"i i epoi t (case historic II Ocl 

I n mi in. ii kl nog 

p. H 

p. II 



1 llll. 



11 Jul) 


II Jul) 


II Jul) 



18 Jul) 



ia iu 



i8 rd 


25 Jul) 



1 Vug. 



1 Vug. 



1 Vug. 



I Vug 



1 Vug. 



8 Vug 



8 Vug 



15 Vug. 



15 Vug. 



29 Vug. 



5 Sept 



5 Sepl 



12 Sept 



19 Sepl 



19 Sept p. 76 

I low. ml \ In. ill. no- : Tv I!'- retail man 

Tv : ageni ies new business getti i 

W ho -i on cl in c ommen ials festival : Pari I 

Who like- public si rvici shows? ' W HIO I V, fPI) 

How the) -"Id at the convention (J. E. McMillin) 

( ,'ommen ials fi stival : trend to the softi 

p. hi II 
Seller's I iewpoini Robt. I . Miller, W FBG \ M T\ 
I- vein \\ show reaching buyers? (Trendex) 
Vdlai Ste\ enson's ti code (McMillin) 
I In ii i\ tab: $8 million l pol it ical coverage) _ 

Pa) l\ look- g I in i anadian test : pai I I 

Tv I! <li^- up new data on da) i ime tv 

W WE (radio tv) style 1 k- ask for 'English* 

Report "ii i anadian pay tv : pat t 1 1 
What vide" tape mean- lo local -tations 
IV- cake mix battle: what next? 

Wanted: new c "inpanv -poke-men 

What tv power mean- in extra-urbia 
\c iw measure l"i t\ Inn ei - l M l!< \ • 
Clifford Davis: 'Don't use tv unless von merchan- 
dise it" 
Seller's Viewpoint: \lvin I-.. I nger, Independent 

Tv I "ip. 

Wani to reach youngei mothers I l"v VR, Pulse) _ 
Seller's Viewpoint: Walter Schwimmer, Waltei 

Sehw itniner < o. 
What admen think of tv critic- not much (Pat- 
rick M. Met. .adv. Jr.l 
Exhibitors stir up new anti-pa) tv wave (Csida) 
Old Bicker technique finds new r place in tv (Blue 

Plate Mayonnaise) 
What'- ^oing on in Mexican tv '. i Frank Boehm) 
Was great debate worth prime net time? (Csida) 

Sponsored public service I ms .it tv'- local level 

Will station plan over-commercialize tv 

Ii are going to use tv abroad ... 

I p front in tv : polities and pay i< -ida i 

'IV- s2i).(H)().()()(l -ill to the presidential campaign 

One-man tv -how put- the octopu- to shame .. 

Local candidate: can tv sell this seasonal item? 

(Phil Gilbert, Jr.) 
Great debates do we want more in '64? (Csida)... 
Tv'- impacl (almost) won this Y Y. election 

(Phil Gilbert, Jr.) 
Depth in the Mternoon (W. F. \lik-.ln 
Now! Vutomatic tv scripts ' lt.iv Eye Productions) 
W hv local publii service sells (Corinthian sta- 

tl"ll- i 

Synthetic yarn makers find: tv -..he- 6-sided ad 

\ oh o .ilh" ation fears stir \ VTRFD 
Our courageous admen there ,nc some '< sida) 
I- tv accepting taboo movie ads? 
Station man -i ores as -tar on tv kid show ' W \ I i 

I\ I 

I \ goes i" the mountain i McMillin i 
'[\ '- In ightened image 

'l'\ Cai«c Hi>tories 

I lew to sell kid- macaroni (on tv i (Butoni Wagon 
Wheels) 11 July p. 12 

Tv station break team- weather, 20-sec. spot 

■ W VPI, Sti rling Brewers) 18 July p. 39 

26 Sept 



3 Oct. 



10 Oct. 



10 Oct. 



17 Oct. 



17 Oct. 



2 1 Oct. 



2 1 Oct 



31 Oct. 



7 Nov. 



7 Nov. 



7 Nov. 



1 1 Nov. 



II Nov. 



II Nov. 



1 1 Nov. 


21 Nov. p. 41 

28 Nov. 



5 1 te ' . 



12 Dec. 



12 Dei 



12 Dec. 



19 Dec. 






23 jam \in l'ldl 


Iluu 51 \ appeal sells gas (Tidewater Oil) 1 \ug. p. 34 

Brn. \ Wmsn.: t\ success story: part I 8 Aug. p. 33 

Brn. & Wmsn's big t\ success story: part II 15 Aug. p. 36 

Mow to hold down sales with i\ 15 Aug. p. 43 

Bon Ami's jet up 35% with net tv ... 5 Sept. p. 42 

There are two ways about it (Chevy dealers) ..... 12 Sept. p. 43 

Action tv shoot- Biylcrccm to top 19 Sept. p. 42 

Hank uses mobile tape to solve ad problem (Ex- 

change National Bank) 26 Sept. p. 38 

Why Esquire (shoe polish) -lays with tv 10 Oct. p. 32 

Public service -wings big sales for chain (Star 

Mkts.) 17 Oct. p. 41 

Proctor's web tv debut pays off (Proctor-Silex) .. 24 Oct. p. 38 

Bob Mohr put Timex on top 31 Oct. p. 35 

Burlington's massive cut-in drive (hosiery) 7 Nov. p. 36 

Video paves the way for top asphalt maker (Tri- 

State) 7 Nov. p, 42 
Out of nowhere to 70% distribution (Mammouth 

Canning! .... 14 Nov. p. 40 

AMF airs its diversity on web t\ 19 Dec. p. 37 

Tv Network 

Will 'rock bottom' costs spur daytime network tv? 4 July p. 29 

Network rate comparisons — at a glance (chart > 4 July p. 30 

\ second look at those net 'spot carriers' 4 July p. 32 

Ten seconds that shook Madison Avenue 11 July p. 36 

New $25 million tv trend (public service progr.)... 25 July p. 29 

Tv web costs: hour shows up 10% 22 Aug. p. 34 

No let-up in specials boom 5 Sept. p. 36 

Nighttime net tv lures daytime clients 19 Sept. p. 32 

ABC launches 'shortie' plugs on daytime video 3 Oct. p. 32 

Nets' reaction to 7-point proposal (chart) 17 Oct. p. 28 

Cottage small by a tv camera (McMillin) 24 Oct. p. 12 

Option time cut — a mirage? 21 Nov. p. 33 

Daytime net tv show rates up, but are under con- 
trol 21 Nov. p. 36 

Fiasco at the Homestead (NBC) (McMillin) 5 Dec. p. 12 

More 30's on daytime web t\ 5 Dec. p. 32 

What's ahead for Ollie and ABC?: part I 19 Dec. p. 34 

Tv Spot 

The big-market take in -pot tv _ 12 >ept. p. 32 

S] "i t\ slants up. but boom loses sizzle 19 Sept. p. 29 

Do big agencies 'control' spot tv? 10 Oct. p. 27 

The counter-attack on spot carriers ... 17 Oct. p. 27 

Wb\ I I brokers like spol 1<> Dec p. 36 

Tv Bawies/Coniparagraph 

'Air Media Basic-': watch for it (preview I 4 July p. 38 

Network t\'- 'qualitative' picture 1 July p. 45 

Comparagraph : 1 July-31 July 4 July p. 46 

Tv sets-in-use level remains firm ... 1 Aug. p. 41 

Comparagraph: 1 Aug. -28 Aug. 1 Aug. p. 42 

NBC's early line-up opens fall season ... 29 Aug. p. 41 

Comparagraph: '2') Vug.-25 Sept. 2°- Aug. p. 42 

Season open- with many new laughs 26 Sept. p. 41 

Comparagraph: 26 Sept. -23 Oct. 26 Sept. p. 42 

This month's specialty — specials 24 Oct. p. 41 

Camparagraph: 24 Oct.-20 Nov. ... 21 Oct. p. 42 

Trendex's new audience flow data 21 Nov. p. 45 

Comparagraph: 21 Nov. -18 Dec. ... 21 Nov. p. 46 

Color tv's upper-income audience 19 Dec. p. 39 

Comparagraph: 19 Dec. -15 Jan. ... 19 Dec. p. 40 

Tv Results 

Foreign car-, cereal-, banks, food products 11 July p. 56 

Restaurants, new used cars, food, sewing machines 8 Aug. p. 54 
Building supplies, beverage, hearing aids, appli- 
ances 5 Sept. p. 46 

Canning jars, beverages, dept. stores, autos 3 Oct. p. 48 

Vutos, dept. stores, camera stores, gas & oil 31 Oct. p. 52 

Motion pix theatres, household furnishings, autos, 

music stores 28 Nm. p. 50 


John \. Mel>, ugald 

\\ . Ci Thornton Cran 

J. Vrllinr Dnponl 

John A. McDougald has been appointed Chairman of the Board and W. C. Thornton Cran, President 
of Radio Station CJAD Montreal. Mr. McDougald is Chairman of the Board and Mr. Cran, President, 
of Standard Radio Limited which recently acquired C.J.A.D. Ltd. J. Arthur Dupont, the founder and 
former president, will continue to be associated with CJAD as a Director and Consultant (Advt.) 



23 .mm un 1961 

THE BEST TO YOU EACH CORNING is sold m the early evening. 
Kellogg's uses the Emmy-winning w Huckleberry Hound to do the job of selling. 

And Huck is demonstrating the 
*{&&g^f schedules Huckleberry 
the markets they want -the time 
selective, too! Your nearest H-R Rep 
the spot medium will work for you! 

power and impact of the spot medium, 
on a market-by-market basis, buying only 
periods they want. They're successfully 

resentative will be glad to show you how 

Call him. ^^ 

• ^£ flf^i Tel,- vision, Inc. 

ttmFi ^U^^ /•, j,,-, ,s-, titntirrs 


'ONSOR • 23 JANUARY 1961 


As new radio selling methods evolve, SPONSOR ASKS: 

When should clients buy block 

and/or cume audiences? 

Robert F. Nims, station & commercial 
manager, WNEB, Worcester, Mass. 
Before attempting to answer the 
question. ] would like to establish my 
understanding of the two methods. 
"block" and "cume." Block means to 
me buying in time segments, half 
hour, hour, traffic time, or other pe- 
riods of time predetermined to de- 
liver maximum desired audience for 

Necessary re- 
search informa- 
tion for proper 
cume buying 
not available 

a particular product or service using 
average one-quarter hour ratings to 
select station or stations. Cume buy- 
ing, I interpret to mean, is seeking 
the largest net unduplicated audi- 
ence for an advertiser's message over 
the entire schedule. 

Not being in one of the Top 10 
markets, my remarks will be more 
applicable perhaps to the great "mid- 
dle class" of radio stations (an eco- 
nomic rather than quality definition) . 

First, even should the cume meth- 
od be more favorable than block, I 
do not feel that the ne essarv re- 
search information is available nor 
would it be so in the near future to 
fully employ the method. The only 
way cume should be evaluated would 
be in terms of the individual schedule 
to he purchased. With the continuous 
fluctuation in ratings, it would he im- 
possible to accurately predict in ad- 
vance the cume of the proposed 
- In-dull', and formulas arc lacking 
mi what happens on a I wo- or three- 
station buj . 

Related lo tin- i- ihe fad that the 
research load is current!) being 
borne l>\ radio stations themselves. 

I he ciiiiic method would nci c--ilate. 

if properlj researched, monthly stud- 
ies in each market. Annual, semi- 
annual or quai tei l\ reports would not 
be sufficient. The cosl of suppl) ing 


this necessarv information would be 

I here is another danger. Station A 
might deliver 5% of a market in an 
average one-quarter hour, another 
10%. another 15% — they all might 
cume to 50' i in a given week. I be- 
lieve it has been fairly well estab- 
lished that radio is a saturation func- 
tion medium and there is definite 
value to multiple impressions on the 
same listener. The cume method 
might lead a buyer into buying the 
lower rated station because of a price 
consideration and justify the buy 
with the cume. 

The advertiser is then misled by a 
total audience story, missing the im- 
portant factor of multiple impres- 
sions on the same listener. 

You may correctly interpret that 
ol the two proposed methods, I do 
not favor cume buying. 

To the buyer: Please make every 
effort to know as much as you pos- 
sibly can about each station in each 
market. Ask not only for numbers 
for this week, or month, but perhaps 
over a year, two or three-year period. 
Ask your station reps for audio evi- 
dence of the stations he represents 
and an explanation of why the station 
programs as it does. Attempt to get 
the feel of the individual market. Just 
as the seat of your pants is important 
in driving a car, it can be important 
in making a buy for your client. 
Good judgment is perhaps the best 
qualification for a good buyer. When 
buying is reduced to a series of num- 
bers — stations will be able to send 
information directly to IBM and 
there will be no need for either buy- 
ci S nr reps. 

Harry Shaw, ll,r president and general 

uilcs inuiidinT. II >'./>'. // inshiii Salem. X.C. 

Better radio buys max be made by 
selecting a station offering block pro- 
graming over one which ma\ have 
higher cume audience figures. 

In mam instances radio stations 
use various gimmicks lo create cum- 
ulative audience figure-, which lend 

to raise the total ratings to unreal- 
istic levels. In fact, it is apparent 
that countless stations have been op- 
erating through the years unmindful 
of the public interest, simply "cash 
register operations." Some of these 
stations have built their reputation on 
quick promotions — huge giveaways 
and others methods to buy cumula- 
tive audience. These techniques ap- 
peal to a segment of the audience 
which responds to the noise and ex- 
citement created by unsound promo- 
tional practices — and ratings of this 
type can be misleading to time- 
buyers and are anything but reliable. 

I pon careful examination of sur- 
veys one can readily see that compo- 
sition of these audiences reveals high 
percentages of teenagers, but not men 
or women who actually buy the 
goods and services offered by the 
advertiser. Stations offering a good 
block program service do not neces- 
sarily come up with the highest 
cumulative audience, but are actually 
in most cases the best radio buy. 

WSJS. now in its olst year of serv- 
ice to Piedmont and Northwest North 
Carolina, believes in block program- 
ing and spends a sizable sum of 
money to produce a superior type of 
program service. WSJS with its 
block programs offered by award 
winning personalities such as Harvey 
Dinkins, Piedmont Farm Program; 

Gimmicks used 
by stations pro- 
duce unrealistic 
cume audience 

\da \\ct^\ Browning. Afternoon 
It ill, Ida Reed: Max I Irich with 
sports coverage, a -elective music pol- 
icj with strong adult appeal with pro- 
fessional announcers using a mature 
deliverv : and an outstanding new- .!■■- 
partmenl complimented hv the in- 
formative programing and news serv- 
i Please turn to page "'I' I 


23 JANUARY 1961 

gTli'iTJ'li'H 11111 '- 111 ^ 1 ^ 1 ' 1 ^^^ 

BUT... Look At The WKZO Radio Ratings 

In Kalamazoo -Battle Creek And Greater Western Michigan! 

WKZO Radio reaches more of your prospects in 
Kalamazoo-Battle Creek and Greater Western Michigan 
than any other radio station. 

Here's why. WKZO-AM walked off with top honors in 
all 360 quarter hours surveyed, 6 a.m.-Midnight, Monday 
through Friday in the latest Pulse Report (see left). 
Furthermore, this same survey shows that WKZ< I Radio 
has an average of 73' , more listeners per quarter hour — 
morning, afternoon, evening — than Station 13. 

Talk to Avery-Knodel about WKZO Kadi" Leadership 
radio for one of America's fastesl growing markets. 
Kalamazoo alone is expected to outgrow .ill other I > 
cities in personal income and retail sales between 1959 and 

1965. (Source: Sales Management Survey o\ Buying Power, July 10, 1960) 



6 A.M. - 12 NOON 
12 NOON - 6 P.M. 
6 P.M. - 12 MIDNIGHT 

WKZO Station "B 1 



Station "C 

* Mount Antofalla (1"."21 feet) in the Andes Range 
m Argentina is the world's highest active volcano. 


Me ,Mve/i 9taiio-n* 




Avery-Knodel, Inc , Exclusive National Representatives 


23 JANUARY l'K.l 



(Continued from page 48) 
ice of the National Broadcasting 
Company, offer far more outstanding 
service to listeners \ia the hlock pro- 
gram method than a station offering 
"run of the mill" programing simply 
trying to achieve cumulative audi- 
ence numbers in the market. 

Advertisers may select programs 
which are broadcast daily to the 
audience they wish to reach for their 
particular products, and can be justi- 
fied in buying time in regularly 
scheduled dependable block pro- 
grams. Timebuyers using WSJS in 
Winston-Salem. North Carolina, have 
the added benefits of a dependable 
audience and additional benefits of- 
fered by the continuous promotion of 
programs and products. 

Thomas J. Swafford, vice president. 

CBS Radio, general manager, If (.41 . 
Philadelphia, Pa. 
To get a truer picture of the values 
of the radio audiences today. I most 
certainly believe that one must ap- 
praise and buy radio on the basis of 
its cumulative audience impact. To 
buy modern radio on the basis of any 
given average quarter-hour rating is 

you can t cover 






Most Powerful 

24 HOUR 

Negro Station 


featuring a concentration of dy- 
namic hometown personalities with 
81 years of combined proven air- 

sellinq experience! 



For Details And Avails Contact 
Daren F. McGavren Co. or Stan 
Raymond— WAOK— Atlanta, Ga. 

as obsolete a way of counting your 
audience as using an abacus to com- 
pute election night returns. 

Todaj - radio is too big. It's not 
the Harding-Cox returns or the Rudy 
Valley, Ben Bernie. and Cliquot Club 
Eskimo era of radio we are measur- 
ing or evaluating. Modern radio is 

should appraise 
radio on the 
basis of cumu- 
lative impact 

main audiences — moving, shifting, 
and large. The housewife in the 
kitchen, the husband readying for 
work, the factory worker on the night 
shift, radios in retail outlets. Radio, 
in fact, everywhere. 

As I recall, Pulse's Dr. Roslow, in 
a speech last fall, said that the needs 
of local, spot, non-network timebuy- 
ing are not being served by today's 
rating practices. Referring specific- 
ally to measuring specific programs 
on a quarter-hour scale, research is 
due for a much-needed overhaul. 

Average quarter-hour ratings had 
their values years ago when adver- 
tisers wanted to be adjacent to the 
big network radio shows. Thev knew 
their audiences were there in the liv- 
ing room — loyal, unchanging, and all 
perched around that one big set. 

They're still listening, but not in 
the living room. The many radio 
audiences are on the move, radio is 
on the move, and gearing buying de- 
cision to anv given 15-minute period 
is a fallacy. 

There's audience turnover. There 
are different audiences at different 
times. Most advertisers want to ro- 
tate. In fact, the demand for fixed 
position and station break announce- 
ments has long since diminished. Be- 
cause of this. WCAl Radio some 
time back eliminated the station- 
break annnouncement. 

Evaluating radio on a cumulative 
or block basis gives the agencv and 
advertiser a truer picture of our many 
strengths. Staving within the confines 
of any given 15-minute period to de- 
termine our strength and value is 
passe. Modern, growing, vital radio 
is too big, too far reaching in scope. 
and too mobile to be confined to a 
given 'Mill seconds in determining its 
commercial value. ^ 


{Continued from page 35) 

like to develop further is drama. In-. 
fortunately, there are few sources of 
good drama which fit our 15-minute 
or longer requirements." 

Significantly, none of WJR's pro- 
graming is done with an eye to rat- 
inns, i I he station does not subscribe 
to anv rating service, pays no atten- 
tion to any except special Politz 
studies. I 

Sales policies. Programing is < >l>v i- 
ously the base of all WJR operations. 
Both W orth Kramer and station man- 
ager James Quello came up through 
program work. 

But to advertisers, agencies, and to 
the industry as a whole the structure 
of WJR sales techniques and policies 
is perhaps even more intriguing. 

WJR. as a 50k w clear channel 
outlet claims 17 million persons in its 
primarv coverage area, which extern!* 
as far east as Buffalo, includes To- 
ronto. Cleveland, and many other 
Ohio. Indiana, and Michigan cities 
and towns. 

It operates on a single-rate policy 
and strict rate card adherence ("o« 
contract files are open for inspec- 
tion." savs Kramer I . 

Its rates often cause gasps of dis- 
belief and astonishment from buvers 
and others in the industry — llie\ I 
higher than at all but a handful of 
I .S. stations. WJR's basic one-minute 
rate is SI. 50 for Class A time, and A 
time runs from 6:30 a.m. to 11 p.m. 

(Incidentally, WJR's one-minute 
rate is more than double that of the 
next most expensive Detroit outlet.) 

In addition, the station has a strict 
policj against ever double spotting 
(not even 10 second and public sen- 
ice are ever scheduled back to hacku 
and provides 15-minute product pro 
lection I relaxed only to accomodate 
a Hood of automotive business at new 
car introduction time). 


resHlni" over 


sales open 

lion is Jack C. Brussel. sales manager, 
who brings to his job a solid lack 
ground of experience w ith Curtis Pub 
lishing and Cunningham & Walsh. '< 
Brussels department numbers 17., 
with five sale-men on a straight sal 
ar\ and no commission basis, b 
addition. Brussel considers the stafl| 
of WJR representative Henrv I 
Christal, Inc. as members of his team 
and Christal salesmen receive regulai 
WJR literature, reports etc. 



23 jam \m 1% 





STEP LIVELY, PLEASE. Almost as ubiquitous as WIP on the Philadelphia scene is the white marble step, which our city cherishes by the hundreds of thousands. 

We MetrodelphiailS are in Step with the times, but we also have 
in attachment to tradition. Take our white steps, for example. We scrub them with zeal, 
md display them with fierce pride. Unless you've washed a white marble step, you're probably 
nystified by this bond between people and stone. But spend some time among us, and you 
>egin to feel as we do about our white steps. You'll also become aware of another attachment 
f-that between an alert community and WIP— most service-conscious of its many radio 
tations. Here's one example of how WIP stays in step: In last month's blizzard, WIP's 
utomatic telephone answering facility relieved the flood of calls tying up Philadelphia 
transportation Company lines. WIP has been giving this kind of service for 40 years. 
•Jow, with the added impact of Metropolitan's new concepts of news, service and showman- 
hip, WIP is growing rapidly to the foremost audience position in Philadelphia. Advertisers, 
oo, are getting their schedules into step. WIP, Metrodelphia, Pa. 

of the Metropolitan Broadcasting Corporation. Harvey L. Glascock, V.P. & General Manager. H. 0. (Bud) Neuwirth, Sales Director. Represented nationally by Edward Pttry. 

Incidentall) . the Christal agreemenl 
with W.IK contains one feature not 
common in most station-rep contracts. 
There is no provision for designating 
the area around the station as local 
and not therefore subject to com- 
missions. National-local definition is 
determined soleK on the basis on 
which the product is distributed. 

Christal maintains a two-man office 
in Detroit and both WJR and Chris- 
tal salesmen work on both types of 

A look at WJR's account list shows 
clearlv why the station claims that 

""those who use us most know us 
best." Of the 50 top advertisers on the 
-tat ion in 1960, no less than 28 have 
headquarters in the WJR neighbor- 
hood. Station accounts include food, 
drug, beer, tobacco, gasoline, banks, 
automotive, public utilities, and in- 
dustrials and range from such na- 
tional giants as Ford and General 
Motors to local advertisers such as 
Twin Pines Dair\ and National Bank 
of Detroit. 

According to sales manager Brussel, 
WJR turns down over $250,000 in 
husiness yearly, either because prod- 


It's true. In Montgomery and Central- 
South Alabama, a million people 
spend over a billion dollars every 
year. How to reach them? Easy. 
WSFA-TV. It covers the area like 
nobody else. 



Represented by Peters, Griffin, Woodward, Inc. 

The Broadcasting Co. of the South 
WIS-TV Columbia, South Carolina 

ucts or services are unsatisfactory, a 
because advertisers seek off-rate car 

Questioned as to how a station ca 
sell successfully without resorting 
rating information. Brussel said, "0 
basic philosophy is — every adverti 
er has an advertising mission or pro 
lem. We hire salesmen with sales and 
marketing background who can dis- 
cover this mission or problem, and 
then can suggest ways of using WJR 
to solve it. We sell on the basis of 
producing results for the advertise] 
We don't have a rating book in the 
shop. But we understand we get 
ratings anvwav ." 

One of the most unusual phas< - 
\\ JR selling is its "industrial con- 
cept" now six years old. As explained 
by Worth Kramer, the '"industrial 
concept" involves the use of the sta- 
tion to reach a highl) -elective audi- 
ence of industrial buyers — automo- 
tive engineers, stylists, designers, 
purchasing agents and other top exec- 
utives whose buying decisions are of 
prime importance to many types of 

W JR has been \ ei \ successful in 
attracting a number of such accounts 
for both program and spot campaign! 
I\e\ nolds Metals, for example, ran a 
series on WJR to promote the use of 
aluminum in auto manufacturing. 
Rochester Carburetor, a GM division, 
ran spots to sell other GM executive! 
on buying its non-consumer product 
Other ■■industrial concept" advertis- 
ers include Monsanto. Michigan Con- 
solidated Gas, and the Plumbing and 
Heating \ssn. (the latter is a cam- 
paign aimed at architects). 

Mother important WJR sales tool 
i- its recording and production di- 
vision set up to create and produce 
radio commercials, programs, and 
special announcements. 

Recording and production's work 
ha- ranged from special spots for 
the "industrial concept" to musical 
jingles for Luck) Strike. Hotpoiol 
Washers, Stroh's Beer. Volkswagen 
Its agencj clients include IWT. 
Maxon, Mc-E, N. W. vyer, BBD0. 
Campbell-Ewald, and main others. It 
is prepared to provide complete pro 
grant-, special singing station i i 
letters, even created General Motors 
50th anniversary song. 

It i- not a major department f"i 
WJR hut. says Kramer, has proved 1 
\ei \ valuable -ale- weapon. 



23 JAM VIO 1961 

// JR Image and Prestige. No mere 
: factual rundown of W.IK Bales and 
program methods, however, ran -ati-- 
I factor il) account for the station's po- 
sition in llic Detroit ana. 

W.I I! - success (and based on 1 ')(»() 
figures there seems little reason to 
doubt that it has been highl) sucess- 
f ul in the transition from a CBS to an 
independent outlet) involves some 
immense intangibles. 

\- one leading broadcaster ex- 
pressed it to sponsor, "WJR has both 
the past and future working For it." 

Opened in 1022. the Goodwill Sta- 
tion built dominant community pres- 
tige under the late, colorful G. A. 
Richards, and it is obviousl) cashing 
in on this 38-year prestige today. 

Hanging on the wall in manager 
.lame- Quello's office is a framed reso- 
lution passed in 1950, signed b) De- 
troit's mayor and eit\ council, en- 
dorsing Wilis license renewal appli- 
cation to the FCC a striking exam- 
ple of the station's community posi- 

But talks with W.IK personnel ((in- 
firm the conviction of most industry 
leaders that WJR's carefulh built 
image and practices are also those 
which main successful radio stations 
of the future will be following. 

Chief among these are the extra- 
ordinarily heavj involvement of VTJR 
executives in community affairs. 
President \\ ortli Kramer, for instance. 
numbers the Detroit Vdcraft Club. 
I nited Foundation Campaign, Boy 
Scouts, Roundtable of Catholic, Jew-, 
and Protestants. Detroit Board of 
Commerce among his main interests. 
Fast week he was elected a trustee of 
the Kirk-in-the-Hills Presbyterian 

Manager James Quello has headed 
the Detroit Housing Commission. 
Fine arts director Haas is music 
chairman of the Governor's Cultural 
Commission Program. Manager Mer- 
ridew is active in Kiwani-. and other 
W II! executives are luisv in practic- 
al ever) phase of Detroit and 
Michigan life. 

This, of course, is in addition to 
the considerable support the station 
gives to charitable drives and other 
public service affairs (in December 
I960 WJR scheduled 238 public sei 
ice programs, 992 announcements). 

Editorializing, too. comes in for 
|careful and effective handling at 
iWJR. This past fall the station backed 

two unpopiil.ii amendments, an in- 
crease in the state sales tax. and a 
new constitutional convention, and 
-aw both pa— ed in the Novembei 

\ll in all. W J I! - C( DUnit) in- 

volvemenl seems to have had a sub 
stantial influence on both it- im 
and it- sound. Listeners to the < Jood 
W ill station ha\ e remarked thai 
though it -peak- in man) different 
mood- ami voices ii succeeds in ex- 
pressing the distinctive character, 
II. i\ or, and personality ol the area in 

which it opel, lie-. 

"Factor) and farm. corn, and cul- 
ture are all blended in this pari ol the 
Midwest," said one Detroiter. 

One thing is certain: WJR person 
nel ha\e immense pride in their work. 
and in their station. \n Vustralian 
\i-itor once characterized the WJR 
atmosphere as one ol "organized vi- 
tality." Bui perhaps the besl explana- 
tion ol WJR success is summed up 
in the philosoph) of Worth Kramer. 

"I love my job," he says, "because 
it gives you a chance to serve, a 
chance to create and a chance to he 
in the center of things." ^ 


1 ( ontinued from page 3 1 ' 

been haul to hud ovei the past few 
years and I960 i- even woi Be. I >ui ing 
the -in \e\ pel iod, foui pen enl oi >. I 
-how- had a rating of highei than 
25' i . I >asl j ear there were six pro- 
gi mi- ,i]\A 1958 icpoi ted 21. I he 15- 
25' I i ating i ange accounts foi more 
than half of all network progl 
aired, showing little change through 
the yeai s. Shows w ith i atings of less 
than I V i are grow ing. Fort) -two 
pen cut of all pi og i am- aired had .i 
rating of less than 1 5' I . Last yeai 
38^5 fell into that range and in 1958 

there weie 29' I w illl low I alilij-. 
The downward trend i- due to strong- 
er competition and im ici-'d num- 
ber ol pi Og] am-. 

I he Top LO netwoi k pi ogi ams 
show a similai pii ture. I he avei age 
audience of the Top I " iii 1958 was 
31.595 • In I960, the i ream of the 
1 rop avei aged out to 27.6' i a drop 
of almost lour rating points. This 
means that a holder line show in 
previous years could have been well 
into the Top 10 during I960. ^ 

"The Jackson TV market area's 
economic potential 
is amplified by 
the Souths 

Miss America, 1959 


Brandon, Mississippi 

WLBTHollingbery 3| W J T V Katz 12 

Serving the Jackson, Mississippi, Television Market 


23 JANUARY 1961 




Capsule case histories of successful 
local and regional television campaigns 



SPONSOR: Bocock-Stroud AGENCY: Direct 

Capsule case history: A sporadic user of tv, Bocock-Stroud 
of Winston-Salem listened to a WSJS salesman's presenta- 
tion and placed a schedule that gave it one of the most 
successful sales stories in the specialty store's historv. 
Bocock-Stroud, which sells quality sporting goods, sports- 
wear and to\s, had a problem moving a large number of toys. 
Other media were tried without success, and although a tv 
advertiser occasionally. B-S never put the medium to a test. 
Then, it bought 12 one-minute spots on WSJS-TV to pro- 
mote the game Marble Race. Using film spots that demon- 
strated its uses, the game began to disappear from the 
shelves within the first few days of the schedule and by 
the end of the run, B-S had sold the 40 dozen in stock. Jim 
Wilson, its v.p., said: "With a toy that we weren't sure 
that we could get rid of, WSJS-TV produced results we 
never anticipated." The station is now part of its regular 
advertising budget, using it in all special promotions. 
WSJS-TV, Winston-Salem Announcements 


SPONSOR: Bexel Vitamins, div. of AGENCY: Nelson-Chesman 

McKesson & RoMiins 

Capsule case history: Dateline Chattanooga scheduled 
daily on WTVC, is a news, weather and sports program that 
dramatizes its reports in unique ways. For example, when 
giving temperatures of the different sections of the country, 
it flashes a picture of that area. Bexel Vitamins, division of 
\lrke-*oii \ Kohbins. fell this type presentation g I pro- 
gram-product integration, and bought a 13-week fall cam- 
paign using a weekly schedule of one 10-minute news seg- 
ment, one five-minute sports, and two five-minute weather 
slots. Sales for Bexel appreciably jumped in the area, over 
the previous year, as a result of the advertising. Bob \\ est- 
enhiser, McKesson & Robbins sales manager responsible for 
the placement, reported: "Dateline Chattanooga has done 
wonders for Bexel Vitamins in this area and were grateful 
to be on." Westenhiser has instructed Nelson-Chesman. the 
local agency, to purchase a similar schedule on WTVC f « > 1 
a Spring 1961 campaign, based on the successful fall results. 
WTVC ( hattanooga Program 



SPONSOR: Wonder Mouse, Inc. AGENCY: Direct 

Capsule case history: One of the most outstanding sales 
records for a novelty product resulted from a campaign bv 
Wonder Mouse, Inc., on WLOF-TV, in Orlando. Florida. 
Over 6,000 orders, all paid sales, were realized from only 
20 announcements on the station. \\ under Mouse is a rubber 
mouse toy which sells for 25 cents. The tov eompanv's tele- 
vision technique for selling it is simple: one 60-second spot 
a day was scheduled in WLOF-TV's Popeye Playhouse, 
which runs Monday through Friday from 5 to 5:30 p.m. 
For four straight weeks the program racked up sales for the 
item and at the end of this period 6.023 rubber mice had 
been sold. Another factor impressive to the manufacturer 
was the coverage. Returns came from a wide area that 
Wonder Mouse felt only tv could deliver, and the firm is now 
sold on the medium. Wonder Mouse, Inc. is now planning 
on using television in other areas to sell the tov with a 
similar one-spot-a-day schedule in top children's programs. 
WLOF-TV, Orlando Announcements 


SPONSOR: Weimer Parking Co. 

AGENCY: Direct 

Capsule case history: The Weimer Packing Co.. largest 
meat packer in West Virginia, recentlv realized an additional 
bonus from its regular advertising on W TRF-T^ . W heeling, 
when it found dealers in a new market area pre-sold on the 
Weimer name and products. George Weimer and his sales- 
man contacted 42 pre-selected grocers as potential dealers, 
and the reception was one of instant identification with both 
company and products. The comments in general consisted 
of "Oh. ves, we see your advertising on \^ TRF-TV all the 
time. Know your product is top quality and would be happy 
to be a Weimer dealer." The momentum of Weimer's ad- 
vertising on the station over a period of time was clearly 
evident. On the very first call, in a period of only three 
days, 38 out of 42 grocers signed up to become dealers. 
This kind of pre-selling showed George Weimer that his 
schedules sold the trade as well as consumers with impact, 
and again increased his advertising budget with the station. 
WTRF-TV. Wheeling, W. Va. Announcements & Program 


23 JANUARY 1961 











/ to 10 40 ( i-nts each 

10 to SO 30 cents each 

50 to 100 25 cents each 

100 to 500 20 rents each 

iOO nr more 15 cents each 

To Readers' Sen ice, SPONSOR, 40 E. 49th Street, N. Y. 17 
Please send me the following: 






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5000 watts, NBC, 
and WKBT, Channel 8, 

. . . most effectively serving the 
•• should-buy 99 market of LaCrosse 

and the Western Wisconsin Area 
announce the appointment of 
as National Sales 

^| Remember. 
you can't sell the 
WKBH or WKBT Area 
using far-distant, "big-market" 
stations. LaCrosse is farther 
from Milwaukee than Chicago 
is from Indianapolis . . . 
almost as far as Boston 
is from New York. 
^j Only WKBH and WKBT give you 
thorough, efficient 
and effe< tive penetration 
of this diversified industrial 

and agricultural area — 
39th in the nation in retail sales 
per household. 
« Call your AVERY-KNODEL representative. 

\ \ 

AV Ln I" IaNUU tl_ Offices in: New York • Atlanta • Dallas • Detroit • San Francisco • Los Angeles • Chicago 

SI'ONMIK • l2.'i .1 AM \KV 1%1 

What's happening in U. S. GovernmetU 
that affects sponsors, agencies, stations 


23 JANUARY 1961 

Copyright 1961 



It now appears clear that new-FCC-chairman Newton Minow will refrain from 
activities which might shake the broadcasting industry, at least for quite a while: 
he has no firm ideas as yet. 

His impact is likely to be felt along lines of reorganizing the FCC. and aiming at great- 
er speed in reaching decisions and handling applications. 

The FCC chairman has considerable power along these lines, in any event, while as to 
policy matters, or decisions as between competing applicants, he has only one vote out of seven. 

He also has great potential power with respect to scheduling matters for votes, or put- 
ting them off for further study, unless a majority of the other commissioners affirmatively vote 
to put off such matters. Here Minow is not expected to exert much pressure, either. 

(For more re Minow see Newsmaker of the Week, page 10.) 

The FCC has already almost concluded its endless debates on how far it should 
go in the direction of controlling programing: it will be ready to settle on a new 
license renewal application form very shortly. The new chairman will have no ef- 
fect on any of this. 

Applicants henceforth are going to have to tell what they have done to ascertain program- 
ing needs of their communities, and what they have done to fill those needs. After Minow 
has his feet firmly on the ground, but almost certainly not during his first year, there is at 
least a possibility that he could reopen this matter. 

Odds also are against reopening the network option time question any time soon. 
But the possibility remains that after the new chairman has had time to come to conclusions 
about such matters, he may want to move. 

This is a vital sector. It was interim commissioner King, who will no longer be a mem- 
ber of the FCC, who provided the tie-breaking vote in favor of continuing to permit 
networks to option station time. 

The guess in Washington is that Minow will eventually turn out to be in favor of 
"tough" regulation. 

It is based on the fact that new administrations come in with a "new broom" philosophy, 
that Minow was appointed by a president-elect who was fresh from approving the Landis re- 
port, even on Minow's youth and supposed "vigor." But on nothing genuinely conclusive. 

The retiring administration had a little "toughness" of its own concealed in 
the budget for the fiscal year 1962: this asks for money for the new administra- 
tion to spend between 1 July 1961 and 30 June 1962. 

The Eisenhower lame-duck budget points the way for toughening up FTC policing of 
advertising during the first year of the Kennedy administration. It asks for $9,640,- 
000 for the agency, compared to $8 million available during the current year, along with an- 
other 170 employees. 

An increase from $12,681,000 to $13,525,000 is requested for the FCC. This 
includes an increase of 8319,000 for activities with respect to broadcasting. It is 
estimated that 6,272 AM, FM and TV stations will be on the air on June 30. 1962. compared 
to 5,794 on that date this year, and an actual 5.391 on June 30, 1960. 


23 JANUARY 1961 



Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


23 JANUARY 1961 

Copyrlfht 1961 



Cartoon characters have displaced cowboys as the heroes in today's license 
merchandising business. 

At one time character merchandising was dominated by figures such as the Lone Ranger; 
then comedy followed when Howdy Doody led the field ; now animated figures like Huckle 
berry Hound appear to be taking over. 

Last year some $40 million of retail merchandise hearing Huckleberry Hound authoriza 
tion was reported sold, yielding an income to Screen Gems estimated at over $] 

Huckleberry Hound succession to Howdy Doody's throne in tv character merchandising 
would be more than symbolic: Ed Justin, manager of Screen Gems' tv merchandising, wa 
previously head of the NBC unit that licensed Howdy Doody. 

No film company has changed more with the times than Sterling Television. 

Sterling for a long time was regarded as a "minor league" company which bore bot 
label and stigma of a "free film" distributor. 

But in the last few seasons Sterling definitely joined the majors. 

This week it closed three national deals worth a projected $2.2 million over the next thre 
years. They are: 

• A renewal by ABC TV of Silents Please, Sterling's half hour network versioi 
on silent classics. 

• Sale to Peter Pan (Ben Sackheim) of Legend of Valentino, an hour-long Wolper 
Sterling spectacular set for April. 

• Distribution agreement with Theodore Granick for Youth Wants to Know. 


Agency-producer co-production is one solution to some of the industry's long- 
standing pilot production problems. 

Hitherto the mortality rate on pilots has been very high, sometimes because what the pro- 
ducers made wasn't what the agencies wanted. 

Now McCann-Erickson and Desilu have entered into a co-production deal for 
Counter-intelligence Corps, a full hour series. 

Pilot will be produced 1 February and money has been allotted for 12 more episodes. 

It's the first time a major agency and producer have cooperated on such a series. 

More firsts: the initial episode will be in two 60 minute parts and Avill be sold overseas 
by McCann-Erickson-Desilu as a feature film. 

CBS Flms, which got a foot in the door as a network supplier through its sale 
of Angel on CBS TV, Mill try to open those gates a little wider in 1961-62. 

As many as six pilots may eventually be ordered for the network market this coming sea- 

To date these three are completed or fairlv definite: 

1. Mr. Doc, a comedy starring Dean Jaeger, produced by Ralph Nelson. 

2. Baron Gus, comedy starring Ricardo Montablan. 

3. Charles Russell, Night Wrangler, a Western based on the actual life of a frontier 



FILM-SCOPE continued 

Many insiders are scratching their heads over the immediate disbanding of a 
highly successful video tape commercials producer, CBS production Sales. 

CBS hopes to retain most of its tape commercials personnel hy transferring them to other 
live operations — and also hopes to keep its tape business in the same way. 

Although CBS production sales was one of the most prolific in the video tape commer- 
cials field, it was using extravagantly expensive facilities which CBS acquired in a 
crash program back in the heyday of live tv. 

Finding these fixed costs impossible to meet, CBS is now closing dowTt three of its 
live studios in New York. 

The dismemberment of CBS production sales is quite different from the tape experience 
of independent packagers such as Elliot, Unger & Elliot and Filmways, both of which folded 
their tape operations after brief attempts. 

These independents gave up because they were incurring too many new expenses and 
were selling too little; the CBS unit is being closed because it couldn't meet old expenses, 
even though it was selling very well. 

Independent syndicators are using ingenuity to find sources for revenue in film 
materials which don't require heavy new production investments. 

Official Films, for example, has acquired worldwide tv rights to Paramount Pictures' 
newsreel library, which contains 10 million feet of film covering 1928 to 1958. 

The syndicator, which has rights for 7*/2 years plus options, hopes to make hour and 
half-hour documentaries out of the library, in addition to using it for stock footage. 

Intercontinental Television (IT) is the latest of the companies to enter U. S. 
tv program and feature film distribution and production. 

IT's first three ventures are: 

• Golden Time, 39 half hour animations based on the Golden Books, co-produced by In- 
tercontinental and Fremantle International. 

• International Playhouse, 13 90-minute British dramas. 

• Continental Feature Films, from Continental's post-1954 library. 

Incidentally, IT is not to be confused with ITC, another tv film company with an interna- 
tional flavor. 

Seven Arts Associated has sold a group of 40 post-1950 Warner Bros, features 
to a total of 31 stations, including nine which acquired color rights. 

Ten latest are KTVU, San Francisco; WSB-TV, Atlanta; WBRZ-TV, Baton Rouge; KPRC- 
TV, Houston; KNOE-TV, El Dorado; KSLA-TV, Shreveport; WDAU-TV, Scranton; KELP- 
TV, El Paso; WKJG-TV, Fort Wayne, and KLFY-TV, Lafayette. 

It seems likely that CBS Films will have Wanted: Dead or Alive for off-network 
syndication re-runs shortly. 

There'll be more than 90 episodes of the series by the time it ends its season on CBS TV 
this year; produced by Four Star, series is already sold in Japan and Australia. 

Vic Tanny, New York, which used unconventional methods to get tv time, will 
now also use experimental techniques in its tv commercials. 

A set of commercials will use Wondermotion, a sort of animation effect using live 
actors; agency is Jon Byk of Los Angeles, and producer is Wonderland. 

23 JANUARY 1961 59 

A round-up of trad* talk, 
trends and tips for adman 


23 JANUARY 1961 

Copyright 1961 



Colgate's E. H. Little, who last year gave up the chief executive spot but held 
on to the chairmanship, is far from being semi-active. 

He's still calling the long-range shots for the company, leaving to president G. H. 
Lesch to direct the new short-range moves. 

Esty elected to cancel R. J. Reynolds out of the Ma Barker episode of CBS TV'g 
Witness 12 January on the ground it didn't want the commercials identified with the "off* 
color" dialogue between two women characters in the script. 

The cigarette company will also be missing from one of three remaining chapters 
of the series. The circumstances of the pullout shape up as a first for the network. 

One of the big toiletries manufacturers thinks that the problem of getting the 
right commercials is so acute that it's set aside $75,000 for experimental purposes. 

It's asked its No. 1 agency to decide what type of team would serve most effectively in 
carrying out the project. 

The media director of a top rank agency has abandoned the idea of bringing 
in a writer-researcher to help the agency sell media and program recommendations 
to clients. 

Much to his embarrassment, the agency executive found that the men competent to fill this 
requirement invariably wanted more money than he was getting. 

His own salary is $25,000 and this tribe of combination media research and syndication 
sales promotion specialists was citing $30-35,000 as expected compensation. 


Reports have it there's something stirring between Tom Moore, ABC TV's v. p. 
in charge of programing, and CBS TV. 

Moore came over from CBS TV Films and at one time was associated with James Aubrey. 

Barter of time for electric signs has become a fairly thriving thing for even the 
flagship stations in New Yok; barter merchants are the go-between. 

They serve a twin promotional value: (1) plugging the station itself and (2) a plus that 
can be held out to spot advertisers. 

The passing of George Coppers, the chief executive officer of National Biscuit 
Co., could result in the shelving of an idea to diversify into the candy business. 

For one of the National Biscuit agencies — McCann-Erickson — the abandonment would not 
prove regretful. It's got Nestle. 

Trends may come and go in the wash of tv network programing but General 
Foods remains wedded to these immovable principles: (1) The half-hour segment: 
(2) the happy show; (3) three commercials and a GF-modeled type of billboard at both 

In contrast, P&G swings along with the tide in network programing and segment 
buying but hews to a firm yardstick re spot: under $3 per-1,000 homes. 


23 JANUARY 1961 

mm I if*i 



No ten gallon hat, 
no cowboy boots, 
but a true 
"Texas Oilman." In 
the Beaumont- 
Port Arthur-Orange 
market, 50,000 
people are directly 
connected with 
the petroleum industry. 
Their average 
buying income 
is over $7,000 per 

You sell them 
and over 700,000 
other prosperous 
Texans and 
Louisianans in this 
lumbering, manufac- 
turing and 
shipping Hot Spot 
only through 

Peters — Griffin 
— Woodward 


•ONSOR • 23 JANUARY 1961 






TALENTED TEENAGER Beatrice Wein, 17-year-old Penn State U. -freshman and frequent 
contributor to 'Seventeen' magazine, appeared on WCAU's 'Talk of Philadelphia' hosted by 
Ed Harvey, where she aired seventeener's viewpoint on teenagers' tastes and habits 

FIRED by their loss of an antique fire engine to a competitive bidder at public auction, 
Jack Williams (c), radio adv. -sis. promo, dir. and Donn Winther (r), tv adv. -sis. promo, dir., 
both of WBZ, Boston, try offering fire chief more money. But apparently he's not having any 


Sooony Mobil (Compton) will 
use six weeks of spot tv in con- 
nection with this spring's Mobil- 
gas Economy Run. 

It looks like NBC's Monitor will 
gel t he hulk of the radio money. 


• Ideal Toy has mapped out a six 
to eight week spot tv schedule to in- 
troduce its new spring toys. In L.A., 
Chicago, Cleveland, Philadelphia, 
Detroit, San Francisco, Pittshurgh, 
Cleveland, San Antonio, Phoenix, 
Seattle, and Portland. Ore., area, a 
minimum of 10 spots per week will 
be used. Tv stations in New York, 
will get up to 20 spots a week. 

• Friskies Dog Food, going 
heavy on spot tv in 135 markets ■ 
promote its premium offer, S life- 
sized stuffed Dalmatian pupp) tagged 
Lucky. More than 1.000 minute com- 
mercials featuring actual scenes from 
Wall Disney's cartoon. One Hundred 
and One Dalmatians, will be used. 

STARTING OUT BIG is KOL (Seattle) p.r. 
man Robert Ward, whose New Year's resolu- 
tion was put on station's moving letter news 
sign in center of town, where it ran 200 
consecutive times in five-foot high letters 



•o\M>R • 23 ,i \\i \\\\ I%1 



• Northern Warren, Stamford, 
Conn., will use spol i\ in selected kej 
markets, and three daytime and one 
prime time evening \l'><' net show, in 
a Btepped-up campaign for it- Cutex 

• Westinghouse will use net t\ 
in its $1 million image-building pub- 
lic relations campaign scheduled tor 
the ilex l -i\ months. Nine dealers. 
charter members of the Westinghouse 
National Dealer Council, will appear 
mi the t\ commercials ovei some 200 
\l'.( stations. 

• Red Heart Dog Food, trying 
out nighttime spol t\ for the first 
time to point oul the product'- nu- 
trient value. The schedule call- for 
a variety of 20's and minutes in 
major metro markets. Daytime min- 
ute- and 10*s on radio stations will 
also be used. Agenc\ : John \\ . Shaw. 

• General Mills will test market 
its two new potato products. Betty 
Crocker Quick Bake Boats with sour 
•ream sauce and Betty Crocker Quick 
Bake Potato Boats with creamy 

heese sauce in the Dayton, Ohio, 

area \ i.< spol t\ next month. Vgenc) : 

Kim\ Reeves. 

P. Shenfield, director of product 
marketing, Campbell Soup, appointed 
assistanl to the president and a mem- 
ber "I the companj - -tall committee. 

Promotion gimmicks: The Uumi- 
num Compan) ol America distributed 
among the scribes a small can "I 

mush in- labeled "these mush m- 

aren t sacred, but the one- you will 
see in The Sacred Mushrooms on 
January 24 are"— ABC TV, 10-10:30 
p.m.. New ^ ork time. 


For the first time JWT revealed, 
in exact form, the technique it 
uses in pitching a media proposal 
to a client: The client is Ford. 

The place of the revelation: the 17 
January get-together of the RTES 
Time Buying and Selling Seminar in 
New "» ork. 

I be revealei : Rob rt E. I Buck 
Bui h. in. in I W I . \ .p.. u i adio pro 
gi aming. 

Highlights "I lii- disi losurt : 

• Tin- media obje< tives, iiM luding 
share-of-audiem e, i o\ ei age and i ost- 
efficienc) 1 1 itei ia, foi mulated l>\ th<- 
,iL'<-n' \ l"i it- automoth e client. 

• \n anal) sis of the pi ogi aming 
criteria \\ bich undei be the i li"i' e ol 
the Ford Division-sponsored Bhows, 
illustrated bj film clips and tapes "I 
program content. 

• \ summary of the advertising 
objectives which the broadcast media 
are designed t<> fulfill for this adver- 

^&R's Warren Bahr makes the 
latest agency media executive to 
he switched into a key t\ /radio 
department spot. 

A v.p., Bahr will be second to 
Mort Werner in Y&R's program de- 

lyeiinen & Newell's ilerhert Zelt- 
ner has been named president of 

BROADCAST rights to Giants games, acquired by KTVU (S.F.-Oak- 
and), involved (l-r): F. King, sta. v.p., nat'l. sis. mgr., S. F.; Giants' 
rl. Gahn, ad mgr., Falstaff; W. Ingrim, KTVU Gen. pres.-sls. mgr. 

TIMEBUYING & SELLING SEMINAR, held in N. Y.'s Lexington 
Hotel by RTES, joined (l-r) Stephen Labunslti, chmn. RTES Ping. 
Comm.; Arthur Godfrey, guest speaker; Robert Teter, RTES 1st v.p. 

VpAIAMI MEET of ABC officers and general managers of network's six owned and operated radio stations featured (seated l-r): James Hagerty, 
ilew v.p. news, public affairs: Leonard Goldenson, pres. AB-PT; Simon Siegel, AB-PT financial v.p.; Stephen Riddleberger, v.p. o&o stations; 
I standing l-r): Michael Foster, v.p. press information; William Rafael, radio director programing; Jack Mann, radio director promotion; 
fhomas Velotta, v.p. special projects; Elmer Wayne, gen. mgr., KGO, S.F.; Ben Hoberman, v. p. -gen. mgr., KABC, L.A.; Ralph Beaudin, gen. 
mgr., WLS, Chic; Charles DeBare, gen. counsel, ABC Radio, o&o's; John Gilbert, gen. mgr., WXYZ, Det.; John Gibbs, gen. mgr., KQV, Pitts.; 
rlarold Neal, v. p. -gen. mgr., WABC, N.Y.; Michael Boland, v.p.-asst. treas.; William Duffy, radio director sales; Robert Pauley, v.p. ABC Radio 


cv ^ 

n r\ 

the New ^ ork Advertising Media 

Other officers: Frank (In unci. 
Foote, Cone & Belding, vice-presi- 
dent : Jeannette Le Brecht. Grant, sec- 
retary : William Hinman, Lambert & 
Feasley. treasurer. 

Y&R's William Matthews was 
elected to chairman the hoard of di- 

Other board members: Newman 
McEvoy, Cunningham & Walsh: \\ il- 
liam Schink, G. \l. Basford; Max 
Tend] ich. Weiss and Celler; David 
Wasko, (lever. Morey. Madden and 
Ballard; Julius Joseph, Kastor, Hil- 
ton, Chesley, Clifford and Atherton. 

Young & Rubicam, in branching 
out its creative and administrative 
services, elevated in one fell swoop 
seven men to top-level posts. 

The men involved: 

Edward L. Bond, who was named 
an executive vice-president and agen- 
cy general manager. 

The others were made senior v.p.'s: 
Earle Angstadt, George Dippy, 
Wilson H. Kierstead, Alexander 
Kroll, Randolph McKelvoy, and 
William D. Thompson. 

Agency appointments: Laddie Boy 
Dog Food: Tippie Dog Food; and 
Atlas Canine Products, to Richard 
K. ManofT . . . American Honda 
\lo|i,i. \meriean subsidiary of Hon- 
da Motor Ltd., ($150,000) to Cum- 
pertz, Bentley & Dolan, L.A. . . . 
Dip "n Sip. (flavored straws) to 
Beckman, Koblitz, L.A. . . . Hotel 
Corporation of America's new Ber- 
muda Hotel, to Chirnrg & Cairns 
...IdealTo) to Grey, from \tlantic 
Bernstein, for its ITC Model Craft 
Division . . . Glo-Rnz, Dayton, Ohio, 
to R. Jack Scott, Chicago, from Cye 
Landy Advertising. Columhus, Ohio 
. . . Aunt Fannv Baking, Vtlanta, 
Ga.. to Liller, Neal, Battle and 
Lindsey, thai city . . . Scott Chemi- 
cal, subsidiary, American Photocopy 
Equipment, to \lhert Jay Rosen- 
thal, Chicago . . . Smyth Worldwide 
Movers, to Pacific National, Seattle 
. . . Sand. Taj lor and \\ ood to 
Charles F. Hutchinson, Boston, 
i"i its King \i ilmi Flour. 

lan Gardner from account executive 


to account supervisor, \ &R . . . 
Joseph T. Cacciabaudo from sales 
staff, New York World-Telegram and 
Sun, to media department. Doherty, 
Clifford, Steers & Shenfield . . . Rob- 
ert B. Byron from director, media 
relations, to account supen isor, ^ &R, 
Chicago office . . . Lewis E. Pierce. 
Jr.. to account executive, Charles F. 
Hutchinson . . . Howard E. Ottley 
from Grey to Geyer, Morev. Madden 
\ Mallard, as account executive on 
the Lehn & Fink Products account . . . 
Gordon Buck from general man- 
ager. Aubrey, Finlay, Marley & Hodg- 
son, Chicago, to media supervisor. 
NL&B, Chicago . . . Patricia Burke, 
to timebuyer, Clinton E. Frank, Chi- 
cago, from John E. Pearson Co. . . . 
James M. Miller, Jr., to account 
group, Reach, McClinton . . . James 
C. Lewis to Stockwell & Marcuse, 

Charles F. Metzger from BBDO. to 
MW&S as account supervisor . . . 
Edward J. Doyle and Karl H. 
Koehler to account executives, 
MW&S . . . Ann Hudson, Wade, La., 
elected a member on the board of di- 
rectors of the Los Angeles Junior 
Advertising Club. 

They were elected: Robert Car- 
ley, president, at Fitzgerald Advertis- 
ing, New Orleans . . . James J. 
Cochran, v.p. and New York City 
office manager, Ketchum, MacLeod & 
Grove . . . James C Armstrong, a 
v.p. at Young & Rubicam, L.A. . . . 
John H. Leonard and Herbert R. 
Roberts, v.p.'s at BBD&O . . . 
Jerome R. Feniger, a v.p. for tele- 
vision, at Cunningham & Walsh. 

New v.p.'s: Alfred S. Moss at 

Kastor. Hilton. Chesley. Clifford & \th- 
erton, from v.p. and manager. New 
^ oik office, Don Kemper . . . Greene 
Fenlej III. at Dancer-Fitzgerald- 
Sample . . . Henry Gerstenkorn at 
Smallev \ Smith. Hollywood, from 
\ealc \dvertising. 

Name change: Benton & Bowles, 
Ltd., from Lambe & Robinson -Benton 
Si Bowles Ltd., I February. 

Merger: Charles Corsi Advertising, 
Daytona Beach, with Dennis, Parsons 
\ ( look, Jackson; ille, Fla. 


FCC's annual report gave the 
first official word on the number 
of station licenses renewals helc 
up — "nearly 500" — as of last 
30 June. 

About half only, were in trouble 
because of payola-plugola. Prograr 
ing and engineering deficiencies ac 
counted for the balance. 

The report also stated that it is gc 
ing to be necessary 7 to shift all. or 
major part of tv, to the uhf bands 
or at the least to deintermix marke 
on a large scale, in order to ope 
the wav for enough competitive 

TvB's Norman E. Cash, in a talk 
before the National Appliance 
and Radio-Tv Dealers Associa- 
tion in Chicago, last week, said 
advertisers often forget that ad- 
vertising is for selling. 
The highlights of his talk: 

• Some think advertising is sepa- 
rate from selling. Advertising is 
something that sounds like fun. is fun 
to have if you have enough extra dol- 
lar-, but it has nothing to do with 
moving products and making dollars. 
This is wrong. This is what advert! 
ing is not. 

• I he job of selling is more than 
just offering something for sale. To 
tell about the things you have, \ou'll 
need to advertise and advertise and 

• This adxertising you'll need to 
do must be an extension of your own 
selling techniques. Just a sign over 
your door won't change old fash- 
ioned habit-. 

Three California station men. 
general managers of ABC owned 
and operated stations, have been 
elevated to vice-presidents. 

The) are: Hen Hoberman. K \B( 
Radio, Hollywood: Elton Rule.K M!( 
I \ . Hollywood: and David M. Sacb 
K( K )- 1 A . San Francisco. 

Another instance of stations get 
ting together in a co-op effort t< 
sell their market : 

The stations involved, and il 
head-: WTAR-TV, Robert M.Lamhl 
WVEC-TV, Thomas P. Chisman 


23 JANUARY 196 

an, I \\ \\ VIA. J. Glen raylor, 
readying a promotion with \RC. Mt(. 
and CBS officials, and Petry, III!, 
and Katz rep men, to spotlight the 
Norfolk, Hampton, Newport News 
and Portsmouth, \ a., market. 

Tlic project theme: Tidewater Ra- 
dio uiitl Tv Council. 

Ed Curtis of Liller, Neal, Battle 
.mil Lindsey, Richmond, will handle 
the campaign. 

win \\ . Pfeiffer from commercial 
oanager, \\OT\. Tulsa, Okla., to 
itation manager, WGR-TV, Buffalo, 
\. Y . . . Harold E. Kinj;. former 
Florida station owner, to general 
oanager, KFOY-TV, I lot Springs, 
!\rL. Donre) Media Group's new op- 
■ration . . . Wallace J. Jorjiensoii 
linn assistant managing director to 
nanaging director. WRTV. (lliar- 
otte, N. C. . . . Shirley Ann Dun- 
nun from publicity director. WKRC- 
rV, Cincinnati, Ohio, to promotion 
oanager, \\ I A YT\ . Columbus, 
)hio . . . \\ illiam L. Snyder from 
ales stalT. Harrington. Righter and 
'arsons, to sale- manager, \YT\IJ- 
\ . Milwaukee. 


olin ^V era from office manager to 
,»cal sales manaeer, K1MI0-TV. 
'Iioenix. \riz. . . . Harold J. Aljjus 
roiii director, press information. 
\T\. to director, trade and business 
ews, Metropolitan Rnvulcastins . . . 
oel D. Lasky from I.askv Vssoci- 
tes. to sales i em esenlativ e. WROC- 
V. Rochester. \. V. . . . Bill Lvdle 
din account executive, WSLS, Har- 

ISOnbura \a.. to account executive. 
XEX-TV, Richmond, Va. . . . Frank 
. Hanniqan from General Time 
orp., LaSalle. III., to account execu- 
ve. \\|)\| -TV. Scranton-Wilkes 
.me. Pa. . . . Paul Ellison to local 
pws director. \^T50V Radio and 
BOY-TV. Clarksburg. W. Va. 

esigned: John B. Garfield, as 

•( sal sales manager, WJW-TY. Cleve- 
nd. ( )hio. 

Inancial note: Gross Telecasting. 
Wared regular quarterly dividends 
1' • a share on its common stock 
id , ' -jc a share on class B common 
nek. both payable 10 February. 

'ONSOR • 23 JANUARY 1961 


\\ hat could be the beginning of 
a trend tor smaller market sta- 
tions: \\ LNF, Manchester, Conn., 
lias imported a lecturer-critic to 
give a L 5-week in-service train- 
ing program on good music ap- 

I le'll also ti v t0 impiov c 1 1 n - stafl - 
announcing and new- reporting. 

The lectures w ill run for two hours 
one night a week. 

Nostalgic note: Mark Woods, al- 
ter a ten-) ear absence, lias re- 
turned to broadcasting as v.p. 
and general manager of WSI'B. 
Sarasota. Fla. 

Woods, a broadcast pioneer, and a 
former ARC. president, left the indus- 
try ten years ago to go into real es- 

Marion Broadcasting, Marion. 
Ohio, upped two of its WMRN 
station men to company v.p.'s 
md assistant managers, and made 
its accountant, an assistant treas- 

The v.p.'s: Francis J. Peters who 
joined WMRN as an engineer in 
1 ( )|2: and Arthur L. Martin who 
has been commercial manager for 
W Ml!\ since 1953. 

The new assistant treasurer: Don- 
ald H. Shepler, the company's ac- 
countant since 1057. 

Ideas at work : 

• VI S VI. Cincinnati. Ohio, in an 
effort to convince those who do not 

eat Chinese food that thev should, ran 
an all-Chinese contest for its sponsoi 
product. Chun Kim; F I-. The gim- 
mick: The station invited lii-leners 
who were willing to give Chun King 
a trv. to participate in a write-in ion- 
test. 10 lend the proper atmosphere 
to the contest, all promos were re- 
corded in Chinese dialect. The prizes 
also were Chinese-minded: Vmong 
them : a \ eai 's suppl) <>l so) sauce; 
tins of Chinese tea and boxes of Chi- 
nese fortune cookies; $15 worth of 
Chinese laundi v sen ire. 

. WBBF. Rochester, Y Y"., made 

it possible for three area families to 
win a share of Eastman Kodak stock 
l>v asking listeners t" predict the cor- 
rect closing quotation, 15 December, 
of the New ^ oik Stock Exchange. To 

compete, listeners were asked to Bend 
along a i ard qualif) ing them to be 
phoned foi theii guess 

Station acquisitions: K.CRN, 

( i .me I ex, sold i" Uberl L. • rain 
for $22,000.00. Sellei : Mi-. Jacque- 
line Young. Sale brokered l>\ Hamil- 
ton-Landjs & Associates . . . KMI.B- 
\M-I'M. Monroe, Ga., bought bj 
\\ alton Enterpi ises, Atlanta, 1 1 i 
from W SI \ . Inc., Steubem ille, < Ihio. 
Sale price: $1 10,000.00. 

New quarters: \\(,\. Inc., which 
operates the < Chicago I i ibune's radio 

and t\ -tal ioii~. \\ GN-Radio, and 

\\ < .\ I \ . moved to it~ new home on 
Chicago's north side at 2501 Bradle) 
Place. 13 Januai j . 

\in W. Hunt/, from sales staff, KOIL, 
Omaha, to local sales manager, that 

station . . . Mary (iareia from In- 
tel national media director, McCann- 
Erickson, to media manager, Metro- 
politan Rroadcasting ... J. T. Snow- 
den, Jr., general manager, WG-TC, 
( Ireenv ille. Y < . elected \ .p., \\ < .T( ' 

Bright Spot 




-r -^— i 







^Sa John H. Phipps 
Broadcasting Station 


S'jtiorul Rcprcuntj/n a 


Broadcasting Co. . . . Don Kelly 
from program director, WDGY, Min- 
neapolis-St. Paul, to program man- 
ager, WPTR, Albany N. Y. . . . W. C. 
Porsow from national sales manager, 
WFRV-TV, Green Bay, Wis., to sta- 
tion manager, WKTL, Sheboygan, 
Wis. . . . Irv Trachtenberg, from 
group sales manager, Radio Advertis- 
ing Bureau, New York City, to assist- 
ant manager, KTIX. Seattle, Wash. 
. . . Robert C. Fehlinan, from man- 
ager, WHBC, Canton, Ohio, to man- 
ager, WPDQ. Jacksonville, Fla. . . . 
Paul E. Gilmor from sales manager, 
WHBC, Canton. Ohio, to manager, 
that station . . . Pat Hodges from 
Franklin Mieuli Associates, to nation- 
al sales service representative, KSFO, 
San Francisco . . . Robin Bonneau 
to account executive, Walter Clancy 
to operations manager and Bill Fitz- 
patrick to announcing staff, all at 
WTSV, Claremont, N. H. 

Thisa 'n' data: WDOK, Cleveland. 
Ohio, in observance of Mozart's birth- 
day, this month, designated January 
as Happy Birthday Mozart, and is 
running a full-month of fun promo- 
tions with daily and weekly prize 
awards . . . WQMR, Washington, 
I). C, distributed among the adver- 
tising industry copies of the official 
program of President Kennedy's in- 


NBC, in its year-end report, cited 
these as the 1960 highlights: 

1. Increased emphasis and expan- 
sion in news and public affairs pro- 

2. Critical acclaim and audience 
response for its radio and tv cover- 
age of the political year. 

3. The highest profits in the com- 
pany's history. 

Added bows, re t\ : 

• NBC led all tv networks in total 
number of advertisers (247), and 
had as client-. 21 of the nation's 25 
largest ad\erli-ei>. 

• Daytime sales in the fall in- 
creased to a level more than 30% 
ahead of 19.")'). 

• \l!( . I \ "- da\ lime ratings at 
the year's end, were 4% ahead of the 
second network and !!.">', ahead of 
the third, according to the National 
Nielsen I >ei embi i II. report. 


NBC Radio, in the past six weeks, 
chalked up $3,200,000 in net 

According to its v.p. and general 
manager George A. Graham, Jr., this 
was the "most productive six-week 
period since the fall of 1956." 

All but $952,000 was new business. 

The advertisers, and their agencies: 
Lever, Pepsodent (FC&B) ; GM, 
Buick (McCann-Erickson) ; Mogen 
David Wine (Edward H. Weiss) ; 
American Motors (GMM&B) ; Rolley, 
Sea and Ski (FC&B) ; Kellogg (Bur- 
nett) ; International Minerals, Accent 
(NL&B); Wagner Electric (Arthur 
R. Mogge) ; Reader's Digest (Schwab. 
Beatty and Porter) ; and Sinclair 

ard DeNooyer from manager of 
coverage, CBS TV research depart- 
ment, to station analyst, CBS TV af- 
filiate relations department . . . Jan 
Schultz from sales planning staff, 
central division tv net sales depart- 
ment, NBC, to manager, sales service, 
that division. 

They were elected v.p.'s: Robert 
L. Coe, ABC TV director of station 
relations . . . Michael P. Boland, 

ABC's assistant treasurer. 

Net tv sales: Minnesota Mining & 
Manufacturing (EWR&R). to spon- 
sor CBS's Palm Springs Second An- 
nual Golf Classic, 4-5 February. 


Storer Broadcasting, executives 
Peter Storer and Francis P. Bar- 
ron, are in New York City looking 
over prospective employes to staff 
its new rep division. 

The rep outlet, under the general 
managership of Peter Storer, will rep- 
resent the company's five tv stations 
in national spot. 

Storer's New York selling opera- 
tion, with a proposed staff of ten men. 
plus promotion, research and other al- 
lied departments, will be under the 
sales supen ision of Barron. 

(For more on Barron, see Radio 
and T\ Newsmakers, page (><">. • 

Rep appointments: \\ FMB(FM), 

Nashville, Tenn., and WKTL. She- 
bo\gan. Wis., to \\ alker-Rawalt for 

national representation . . . Gulf 
Network I WKAB, Mobile, Ala., and 
WW Y, Pensacola, Fla. | to Venard, 
Rintoul & McConnell . . . WHAV, 
Haverhill, Mass., to Foster & Creed 
for New England representation. 


Agovino from radio sales, H-R, to 
New York City radio sales staff, Katz 
. . . Byron E. Goodell from NBC TV 
Spot Sales to Eastern division sales 
manager for tv. NBC TV Spot Sales 
. . . Kenneth F. Campbell from the 
Branham Company, to account execu- 
tive, H-R . . . Louis J. Hummel, 
Jr., from tv sales, Peters, Griffin, 
Woodward, Detroit office, to the com- 
pany's Chicago office . . . James R. 
Sefert from Crosley Broadcasting, 
to Peters. Griffin. Woodward. Detroit 
. . . F. A. Wurster from sales staff, 
New York office, Weed Television, to 
sales manager, that office . . . James 
Jarvis from account executive. Katz, 
to account executive, CBS Television 
Spot Sales, Chicago . . . Larry Cu- 
gini, Jr., from account executive. 
Grant, to tv sales staff. Katz. Dallas 
. . . Gerald L. Atkin from eastern 
sales manager. Headley-Reed T\ . and 
Donald C. Bowen from account ex- 
ecutive. KDKA-TV, Pittsburgh, to 
New York City sales staff. Petrv. 


There was a general upturn of 
syndication business in the fourth 
quarter of 1960. apparent in the 
reports of Ziv-UA on the period. 

Ziv-UA found its fourth quarter 
business was 32 per cent higher than 
the previous year. 

At year's end. Xi\-l \ compare! 
1960 with 1959 and found it had in- 
creased its sales by 26 per cent. 

There was a Ziv show on 89.1 pei 
cent of U. S. stations and in 92.0 pei 
cent of U. S. markets, on all three 
I . S. network- and in ever) natior 
with tv facilities outside the Sovie 
sphere of influence 

Sales: Banner Film'- Debbie Drak 
to 21 more stations during Decent 
ber: KTLA, Los Vngeles; WRGl 
TV. Chattanooga: KET\ . San Diego 
KROD-TV, II Paso; WKRG-TV, \h 
bile; KCRG-TV, Cedar RapiJ 
\\.I\T. Jacksonville; KZTY. Corpj 
Christi; KAKE-TV, Wichita: KHQi 


23 jani \i;v 196 

[TV, Quincj ; KSLA-TV, Shreveport; 
KOOL-TV, Phoenix; \\ UJB-TV, U- 
bany; KG1 N-TV, Tucson; W \IV 
TV, Milwaukee; W F \ \ -TV, Dallas; 
kl I Q-TV, St. Joseph; KGLO-TV, 
Mason Citj ; W M T\ Madison; 
\\II.\T\. Tampa, and WLBT-TV, 

International: Norman Katz to 
be v.p. <>f foreign operations for Tele- 
vision Industries. 

Programs and producers: Color- 

.una Features and \\ illiain ('.. Thom- 
as. «ill jointlj release " arden of the 
mghouse, an hour lon« series ha*ed 
■ n actual criminal stoi ies. 

Commercials: Kent Paterson lias 
oined Depicto Films as account ex- 
icutive . . . Richard Maltby, music 
nroducer, has sent an album, "1437 
\\ a) - to \\ in the Rat Race," ti> agen- 
\ people. 

Ratings: /i\-l \'» Sea Hunt scored 
'atinjis firsts in New York, Detroit. 
San Diego, Tulsa. San Francisco, St. 

lOuis, Quincy, Lancaster. Johnstown- 
iMtoona. Grand Junction -Montrose, 
Sayton, and Atlanta; also, Ziv-1 V's 
'.••>(•/,■ I p scored time period firsts in 
\ansas Ctiv. Miami. Orlando. Cin- 

innati. Cleveland, El Paso, Los An- 
gles, and Waco-Temple. 

Strictly personnel: Anthony Az- 
fato resigns as NT \ sj ndication sales 
upervisor . . . Albert S. Goustin 

rejoins Zi\-l \ as general manager 
•fnewl) instituted special plans divi- 
ion . . . Harry Winton joins Rich- 
krd H. Lllnian I Ixlll I as southeast- 
ill regional sales manager. 


rnblic service in action: WNKW. 
New York City, collected $18,273 in 
ts Brooklyn Fund to aid persons who 
uttered loss in the recent air disas- 
••.... WBZ-TV, Boston, began its 
bird annual -late-wide science quiz. 
\dence Count-Down 1961, a program 
b interest eighth graders in pursu- 

- 9 ience and technology careers, 
-he program i- sponsored jointh 
fith Lowell Technological Institute 

• . WCAU-TV, Philadelphia. The 

We Live In series has been 

hosen by the National Educational 

Teli \ tsion-Radio < enter for i<l«i asl 
ing on Borne 50 educational l\ sta- 
tions in the countrj . . . kit \K. Sa» 

i amento. ( alif.. |nu\ ided needed 
blood and lund- lor an aiea lad Bllf- 

fering from a rare blood disease via 
air appeals to listeners . . . KOSA- 
TV, Odessa, Tex., in cooperation \% i 1 1 1 
the >ul I J < >— — State College, Upine, 
Tex., began telecasting a series of in- 
structional films in the audio-visual 


Public Bervice programing: 
WTOP, Washington, D. C. aired 
the second segment of it- special pub- 
lic service program series. / II TOP 
Editorial. 17 January, dealing with 
the subject, The Juvenile Court Crisis 
. . . W <iS!\I. Huntington, L. I .. began 
a new series ol L5-mmute discussion 
programs, Conversation H iili Youth, 
engaging teachers and students in in- 
formal talks . . . WNBC-TV, New 
York ( it\. paid tribute to National 
YMCA Week (22-29 January) by 
featuring on its Saturday Prom show, 
21 January, teen-agers representing 
the 28 branches of the Greater New 
York YMCA. 

Kudos: Bell & Howell Chicago, 

recipient of Citation for Public Serv- 
ice award from the American Jewish 
Congress, Council of Greater Chica- 
go, for its documentaries. Cast the 
First Stone I ABC TV) and Who 
Speaks for the South (CBS T\ I, as 
"a major contribution in the fight 
against bigotry" . . . KTUL-TV. 
Tulsa. Okla., recipient of the Guards- 
man Award from the National Guard 
for its "patriotic service to the Na- 
tional Guard." 


NAB state presidents will get to- 
gether in Washington, D. ('.. for 
their sixth annual conference, 22- 
23 February . 

Howard H. Bell, NAB vice presi- 
dent for industry affairs, will chair- 
man the session. 

Oilier trade dates: 24-25-26 Feb- 
ruary I lie New England Chapter, 
American Women in Radio and 
Tv. annual meeting, Sommersel Ho- 
tel. Boston. 

13-1 1 May, Illinois News Broad- 
casters, spring convention, North- 
western 1 niversitv, Evanston, 111. ^ 




39th St., East of Lexington Ave. 


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23 JANUARY 1961 




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National Representatives 




T. R. Effic! 

Special Awards Announced! 
to the man who shot his 
sweetheart when she told him 
she ate her breakfast with 

Wheeling wtrf-tv 

to the originator of "We're putting all our 
begs in one ask it." 

wtrf-tv Wheeling 

nors "Bottleneck" Bridgeport, Ohio, for the 
David & Goliath, one small one and you're 
stoned; and the Alcatraz, big shot'on-the- 

Wheeling wtrf-tv 

housewife in Tibet. Smelling something burn- 
ing, she rushed into the kitchen crying, "Oh 
my baking yak!" 

wtrf-tv Wheeling 

MERCHANDISING AWARD to wtrf-tv's Kirk 
Jackson for giving alert advertisers the chan- 
nel 7 come II point sales-booster merchan- 
dising plan. 

Wheeling wtrf-tv 

UNIQUE GIFT AWARD goes to the maker of 
a musical garbage can . . . lift the lid and 
it plays "Nobody Knows the Rubble I've 

wtrf-tv Wheeling 

BEST FIGURE AWARD goes to the 7,500 retail 
' in the Wheeling Market for ringing up 
$1,725,286,000 in sales annually. That's some 
figure! Ask George P. Hollingbery to tell you 
how wtrf-tv stacks up around here. 

'..V .:'. :: .:.".". d 




Francis P. Barron, general sales manager 
at Storer's Cleveland t\ station. WJW-TV 
has been appointed general sales manager 
of the new national television sales organi- 
zation now being formed to handle all na- 
tional spot sales for the five Storer stations. 
Barron, who has been WJW-TV sales bead 
for the past two years, will supervise a 
N. Y. selling operation of 10 men, plus 
promotion, research, and other allied departments. Barron and 
Peter Storer are now in N.Y.C. interviewing prospective employees. 

Bert Briller, director of sales development 

for ABC, has been elected vice president in 

charge of tv network sales development, a 

newly created position. He first joined 

ABC TV in 1953 as copy chief of the sales 

development department. Prior to that he 

was a reporter for Variety, an assistant 

director of publicity and special events at 

WNEW, New York, and news editor in the 

press department of WOR, New York. He served in the Army \ii 

Force from 1911 to 1945. He is a City College. N. Y. graduate. 

Byron E. Coodell has been appointed 
eastern division sales manager for tv, NBC 
Spot Sales. He had been a member of the 
NBC Spot Sale- staff since 1956. having 
come from the Meeker Co. where he was 
an account executive. Prior to that, he hail 
been with the CBS Television Network. 
^A jm I > t j i iii- World Wai II he served with the 

^^™ ^^^^ U. S. Nav) in the Pacific and was dis- 
charged in L946 as a radar-radio technician, 1st (lass. He lives 
with his wife and two sons. L3 and nine, in Berkelev Heights, N. J. 

Mary Garcia, international media director 
of McCann-Erickson, has been named in- 
ternational media research manager of 
Metropolitan Broadcasting Corp. Miss 
Garcia has been assigned to Worldwide 
Broadcasting, the international division ol 
Metropolitan, where she will develop a new 
service for advertisers and agencies in the 
international field. Miss Garcia spent nine 
years at her recent l\ relinquished McCann-Erickson post, orig 
inallv joining the agenc) as a sight reader to monitor commercials. 



23 .1 vm \i;v I'Kd 


ran ii.-no* - w * 







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Get your own copy and one for everyone 
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Included are sections on the broad dimen- 
sions of tv; on audience viewing habits; 
on network trends; on advertising expendi- 
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tv and stations presently using color 
equipment. There's a brand new section 
too, this year, on the viewing habits of 
the summer television audience. 


Price Schedule 

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10 to 50 30 cents each 

50 to 100 25 cents each 

100 to 500 20 cents each 

500 or more 15 cents each 

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40 E. 49th Street, N.Y. 17, N.Y. 






23 JANUARY 1961 


frank talk to buyers of 
air media facilities 

The seller's viewpoint 

Many split-market stations have a hard time getting across an accurate 
picture of their coverage to agency media buyers, states Harold Essex, 
president and general manager, WSJS, Winston-Salem, N. C. "Unfortunate- 
ly," he notes," in many cases the metropolitan area in which a station has its 
headquarters, is often used as the only market reference by timebuyers." 
Far from bemoaning his own fate [W inston-Salem-Greensboro is considered 
a single market by the FCC), he asks for solid research, and "faith and 
imagination" on the part of buyers when evaluating a split-market situation. 


J"% recent column by the New York Herald-Tribune's Joe 
Kaselow carried a quote from William E. Matthews, vice 
president and director of media relations and planning 
for Young and Kubicam, to wit: 

"I think we all realize that, however rich our documen- 
tation may be, the selection of media for an advertising 
purpose is an act of faith and imagination, not the resolu- 
tion of a formula." 

To this all I can add is a hearty, Amen! Station mana- 
gers have for a long time been trying to decide whether 
media people used a slide rule, crystal ball, stab-the-map- 
with-a-pin approach, or a form of extra-sensory perception 
in making their media buys. 

We have sent charts, brochures, research statistics, cov- 
erage maps, cost-per-1,000, success stories, and every con- 
ceivable type of sales ammunition possible to make the 
agency media people familiar with our market, the people 
in the market, the potential of the market and, naturally 
enough, the sales impact of our respective stations on the 
audience in each of our markets. 

Tlit- one thing we wonder about is just what Mr. Mat- 
thews liii- hroughl up in his quote. Do enough media peo- 
ple use their imagination or utilize an act of faith in selec- 
tion of a market? And if not win not? 

For example: one of the problems confronting man] 
markets is that of population being split between two < lose- 
K related cities. I nfortunately, in many cases the metro- 
politan area in which a station has its headquarters is 
often used as the onlj market reference b\ timebuyers, al- 
though in innumerable case- ihe real market area reached 
b\ a station covers sometimes as much as three times tin- 
population of the particular metropolitan market. Thus, 
timebuyers have inaccurate statistics, unless, as Mr. Mat- 

thews says in his quote, a little faith and imagination are 
utilized in evaluating these markets. 

We have been fortunate in our area that the FCC has 
designated Winston-Salem-Greensboro, N. C, as a single 
market. Yet there are any number of markets throughout 
the country that are split along similar lines but are not 
given the actual realistic market figures they deserve. 

The problems generated by this market-splitting call 
have serious economic repercussions and may often lead 
to agencies buying markets that will not give them the dol- 
lar value for the products they are servicing. In fact, in 
some instances, the overlooking of the split-market sta- 
tions' real coverage may well mean a timebuyer could buy 
what appears to be the top market in a state whereas in 
actual fact he would be buying only the second best mar- 
ket. This particular problem has beset us as well as many 
other split-market stations. 

Consequently, I feel that Mr. Matthews' statement 
should be written in letters a foot high and distributed to 
all media departments of all agencies for their guidance. 
And I think special reminders might be in order for the 
timebuyers so that they ma\ use their faith and imagina- 
tion properly in evaluating the realistic coverage being 
offered by many split-market stations in the countr) today. 

Where a split-market situation exists. I think the "faith 
and imagination" idea projected 1>\ Mr. Matthews should 
be supplemented by a solid research stnd\ based on the 
true coverage provided by split stations. II ibis particular 
process were made routine on market buying efforts I 
think the timebuyers would be astonished and gratified 
with the wealth of information the) could derive from 
statistical data showing true potential of split-market 
stations. ^ 



23 JANUARY 1961 



Statistics can be manipulated to say most any- 
thing you want them to say. And certainly, we 
have a whole rate card full of pertinent, and 
favorable statistics. But in the final analysis only 
one thing is important did we mo\e the floods'/ 
\nd this is where k\TY excels— in moving 

uoods in the Sioux City market. Sioux City is a 
potent market — over :; i million customers with 
over one-billion dollars to spend. It"- K\ I \ 
consistent!) for audience and, more important, 
audience action. For complete information see 
your Katz man. He's our man. too. 


\\ \ \\ 
\\ MMIN 

Sioux City. Iowa 

Yankton, South Dakota 

Cleveland, Ohio 

Columbus-Worthington. Ohio 

Trenton. New Jersey 

Fairmont. West Virginia 


23 JANUARY 1%1 




Gov. Collins' first speech 

We liked the tone and temper of what Governor LeRoy 
Collins said the other day in his first speech as president of 
the NAB. 

Collins, ^peaking at the annual dinner of the Federal Com- 
munications Bar Association made it clear that he intends, 
to function as an "advocate, not a referee," for the broad- 
casting industry. 

He emphasized the broadcasters have rights as well as 
responsibilities, and warned that radio and tv men must not 
be driven into "economic and legal corners" from which 
they cannot make outstanding contributions to the public. 

But having made it obvious that he intends to advance 
the legitimate interests of broadcasting with "reason and 
clarity and vigor," Collins was equally positive in stating 
that he proposes to "articulate and advance the exercise of 
broadcasting's responsibilities" with the same spirit. 

He said, "I want broadcasters to grow in their capabilities 
and in their service — not just in reaction to criticism, not 
just to make more money, but in ever-increasing pride in 
their creative art." 

"Deep, rewarding pride comes from giving, not getting. 
It comes from the joy of voluntary performance, not from 
the indulgence of burdens. Nothing can bring greater sati>- 
faction or a more exciting thrill of accomplishment than the 
shaping of the stuff of other men's lives." 

"This is the reason men are called to preach. This i> why 
we get great teachers. And this is why everyone engaged in 
broadcasting should feel a very special humility, a very spe- 
< dedication, and very special pride in his work." 

"Broadcasting, I am convinced, has more to contribute to 
the accomplishing of the American dream than an\ other 
single private force." 

"Our t.i ~k i- to make both \nierica and broadcasting move 
forward within the guideline- of our basic freedoms to be- 
come < ven better. 

\- a statement of principle and a platform for action we 
don'l ibink thai tli- Collins speech can be improved on. In 
fact he has pul into fresh and meaningful words whal spon- 
sor has been -a\ing >ince 1947— "Tlii uc light for." W 


Show Biz! The tv makeup man was 
telling a visitor to the set that "in this 
business . . . one mistake, and you're 
fired." To illustrate, he recounted a 
story of the time, during a live show, 
when he had to run onto the set and 
pour catsup on a guy who was sup- 
posed to have just been shot. The 
makeup man was a little slow, how- 
ever, and was caught in the middle of 
the picture when the camera went 
back on. "What did you do?" asked 
the visitor. "What could I do?" re-] 
plied the makeup man. "1 bit him!" 

Woops! WNBC-TV, New York, 
threw a wonderful party for the pre- 
mier of Mr. Ed, then had a stalwart 
NBC page. Dick Grinnewald. lead the 
happy group of reporters, admen 
(D'Arcy), and sponsors (Lark) on a 
"shortcut" through the 30 Rockefeller 
Plaza basement to a "special door" of 
the theater where the show was to be 
viewed. Twenty minutes later, after 
climbing back out, they all made it 
inside. Requisition : One special key 
for one special I locked) door. 

Congratulations to the same WNBC- 
TV! Bald men everywhere salute you. 
After all the wavy -haired tv news- 
casters, they finally put Joseph 
Michaels on camera. It took a lot of 
powder, and Wildroot may never 
sponsor him. />/// it made a lot of guys 
feel good. 

Legacy: The following was read bv 
Rob Dixon on his WCBS, New York. 
At Your Service program. It's from 
a liquor dealer's business card — 
"Since you cannot refrain from drink- 
ing, why not start a saloon in your 
home? Be the only customer and you 
will not have to buy a license. Give 
\our wife S.Vi to bin a ease of whjj 
ke\. There are 240 snorts in a caaj 
Bu) all of your drinks from \our 
wife at ()0c a shot and in 12 dayi, 
when the ease i- gone, your wife will 
have $89 to put in the bank and $5 
to start in business again. I 
live in years and continue to buy all 
your booze from your wife, win 
you die your widow will have S27.- 
J!.")!). 17 on deposit, enough to buTJ 
you respectably, bring up your chfl 
dren, pa) oil the mortgage, marry a 
decent man, and forget she ever /,//<'/< 


23 .1 wi \in I'M 

Nielsen Station Index "parts" add up 
to the accepted national "whole" 

Network tv programs are measured—separately and 
independently —by two Nielsen services: 

In national total , by Nielsen Television Index (NTI) 
Station by station , by Nielsen Station Index (NSI) 

The sum of the NSI "parts" equals the NTI "whole." 

Proof of the compatibility of NSI with NTI is yours for the asking. 
Want a demonstration? In a few minutes you'll see why... 

NT SI is the only validated source of station audience facts 

pAaviduna neiicude injjOSuncUiG+t losi OAo<*acciAt Gdute/Uidi+ta decUio+U, 

Nielsen Station Index 

a service of A. C. Nielsen Company 

2101 Howard Street, Chicago 45, Illinois • HOIIycourt 5-4400 
and NTI are Registered Sei -s of A. C. Nielsen Company 



360 N. Michigan Ave.. FRanklin 2-3810 

575 Lexington Ave., MUrray Hill 8-1020 

70 Willow Road. DAvenport 1-7700 


n program planning, in daily operation and in 
creative public service, the high standards of 
Transcontinent Stations are earning an ever 
increasing loyalty and acceptance from their 
audiences. This service, integrity and coop 
eration makes a lasting contribution to the 
constantly growing number of Transcontinent 
Stations' advertisers and their products. 

WROC-TV, WROC-FM, Rochester, N. Y. • KERO-TV, Bakersfield, Calif. 

Represented by 

The Original 
Station Rtprtsc 


KFMB-FM,San Diego, Calif. • WNEP-TV, Scranton-Wilkes-Barre, Penn. 

WDAF-TV, WDAF-AM, Kansas City, Mo. 


30 JANUARY 1961 
40< • copytlt ■ year 





Who else makes music the magic that can fill a million rooms . . . make a 
million moods? Who else has the sound that is so entrancingly persuasive? 
Only Radio creates this warm n sponse and only Spot Radio lets you choose 
the time and place to match it. 














Dallas Ft. Worth 


Kansas City 

Little Rock 

WINZ Miami 

WISN Milwaukee 

KSTP Minneapolis St Paul 

WTAR Norfolk-Newport News 

KFAB Omaha 

WIP Philadelphia 

KPOJ Portland 

WJAR Providence 

Kti<li« Division 











San Antonio 

San Diego 



Tampa Orlando 


Edward Petry & Co., Inc. 

The Original Station 




\\ eb's decision to -** 1 1 

morning minute- -till 

drafting hoi criticism 
from af filial •■>. reps 

Page 33 

TvAR's 8-point 
rebuttal to 
spot tv critics 

Page 36 

M. H. Needham- 
portrait of a 

Page 40 

A retailer 
takes a hard 
look at radio 

Page 43 



FIRST FOR 37 CONSECUTIVE MONTHS IN ATLANTA! Every ARB survey of the 3-station 
metropolitan area taken since October, 1957, has shown WSB-TV in first place. For the month 
of November, 1960, ARB found WSB-TV was viewed by the most people 71.8% of the time. 
The station's average share of sets in use was 45.8% against 30.2% and 23.9% for the other 
two stations. In few major markets of over 1,000,000 population do advertisers find such pre- 
ference for one station. This rating dominance teamed with WSB-TV's broader coverage pattern 
is producing good sales results for advertisers. Certainly your advertising belongs on WSB-TV! 


hannel 2 Atlanta 

Reprftrnted by 

Affiliated with The Atlanta Journal and Constitution. NBC affiliate. Represented by Petry. Associated with WSOC WSOC-TV, Charlotte. WHIO WHIO-TV. Dayton. 

buy St Louis a la card 



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C Vol. 15, Vo. 5 • 30 JANUARY 1961 




lO Newsmaker of the Week 55 Washington Week 

19 Sponsor-Scope 68 Sponsor-Week Wrap-Up 

2 7 Sponsor- Week 68 Sponsor-Week in Pictures 

56 Film-Scope 75 Tv and Radio Newsmakers 


Affiliates riled over CBS TV plan 

3 3 Stations and representatives are furious about the sale ol morning 
net minutes and summer rates. Some predict 10-noon 'could go black' 

8-point rebuttal to spot tv's critics 

36 T\AR replies to some specific charges against spot t\ by executive? of 
various companies. Lack of concrete image is cited a? major handicap 

$5 million tape unit folds — but why? 

38 Policj factors cited to explain closing of tv tape unit. CBS Production 
Sales. Its tape service grossed $5 million, netted SI million in 1%0 

M. H. Needham: portrait of a gentleman 

40 The chairman of Needham. Louis & Krorbv can look back on a decade ol 
solid growth. besl year ever (I960), and a heft) rise in air billings 

Retailer takes a hard look at radio 

43 SPONSOR reprints excerpts from frank talk made to Tennessee \ssii. of 
Broadcasters by Mel Grinspan, sales promotion director. Shainberg stores 

Daisy tv debut a bullseye 

44 ' ov gun pioneer moves half of formerlv all-print ad budget to children's 

program in ~i2 markets; adds impact via gun expert's appearance- 


11 Commercial Commentary 
24 Nib and Madison 
52 Radio Basics 
15 Reps al Work 
76 Sellei 's \ iewpoinl 

50 Sponsor Vsks 

58 Sponsor Hears 
78 Sponsor Speaks 
49 Spot liuvs 
78 Ten-Second Spots 

M. mi) i ol Busiruss Publications | _ j _ 1 [ ■ 

Audit ol Circulations Inc l~lRf«^l 

SPONSOR PUBLICATIONS INC. combined with TV. Executive. Editorial, Circulation ant 
Advertising Offices: 40 E. 49th St. (49 tj Madisonl New York 17, N. Y. Telephone: MUrrJ' 
Hill 8-2772 Chicago Office: 612 N. Michigan Ave. Phone: Superior 7-9863. Birminghan 
Office. 3617 Slh Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 6087 Sunsc 
Boulevard Phone: Hollywood 4-8089. Printing Office: 3110 Elm Ave.. Baltimore 11, Md 
Subscriptions: U. S. S8 a year Canada & other Western Hemisphere Countries $9 . 
year. Other Foreign countries Sll per year. Single copies 40c\ Printed in U.S.A. Addrcs 
all correspondence to 40 E. 49th St., N. Y. 17. N. Y. MUrray Hill 8-2772. Published wcekl 
by SPONSOR Publications Inc. 2nd class postage paid at Baltimore. Md. 

< 1 1961 Sponsor Publication* Inc. 


30 jam \m 1% 



Fl F*S 


M K/V\vJ 



From programming (local McClatchy exclusives plus NBC network) 
to technical facilities, KMJ-TV is a first class operation. 

Not even the biggest metropolitan stations surpass KMJ-TV 
in quality of audience service. 
So it's natural to find KMJ-TV well out front 
in almost every way you can measure a TV station buy. 

And it serves a wealthy market — the Number One agricultural 
income county of the nation. Take a look. 



PONSOR • 30 .1 Wl UH \'H)\ 




WXYZ-TV (WIXIE) is on the move . . . 

Our late movie is something special. Through the magic 
of video tape, Don Ameche is featured as nightly host. 
Mr. Ameche flies into Detroit semi-monthly to shoot his 
portions of HOLLYWOOD THEATRE, exclusively on 
WXYZ-TV every night at 11:30. 

This is another first in television for us . . . another reason 
for you to buy the station that always moves your product. 
So, go places -with WIXIE . . . the station that's going places! 

WXYZ-TV ! *7 




INI WflMlV MAOAZIHC TV/»*OlO A OV f • I I • ■ ■ » \l»«. 

Editor and Publisher 

Norman R. Glenn 

Executive Vice President 

Bernard Piatt 

Elaine Couper Glenn 

Executive Editor 

John E. McMillin 

News Editor 

Ben Bodec 
Managing Editor 

Alfred J. Jaffe 

Senior Editor 

Jane Pinkerton 

Midwest Editor Chicago' 

Gwen Smart 
Film Editor 

Heyward Ehrlich 

Associate Editors 

Jack Lindrup 
Ben Seff 

Walter F. Scanlon 
Michael G. Silve' 
Ruth Schlanqec 
Diane Schwarft 

Contributing Editor 

Joe Csida 

Art Editor 

Maury Kurtz 

Production Editor 

Lee St. John 
Editorial Research 

Elaine Johnson 

Sales Manager 

Arthur E. Breider 
Eastern Manager 
Willard Dougherty 
Southern Manager 
Herb Martin 
Midwest Manager 
Paul Blair 

Western Manager 
Georqe Dietrich 
Production Manager 
Barbara Parkinson 


Linda Cagle 

Readers' Service 

Barbara Wiqqins 


S. T. Massimino, Assistant to Publiiher 
Fred Levine, Accounting Manager. Georgs 
Becker; Michael Crocco: Syd Guttman: 
Hermine Mindlin; Wilke Rich; Irene Sulz-I 
bach; Flora Tomadelli 


30 i \m un l ( )0l 



28th in Total Retail Sales* 

It pays to tie in with WTVT — 
the station that dominates the 
Tampa Bay area, where yearly 
retail sales now total a whopping 



Latest ARB 9:00 A.M. - Midnight 



WTVT 34 

Station B ... 15 
Station C . . . 1 


WTVT 39 

Station B ... 11 
Station C . . . 


ARB Tampa St PetersburgMetro Area. Nov , 1960. 2-weeksummary 
N S I . TampaSt Petersburg Metro Area. Aug.. 1960 

1960. Sales Management Survey of Buying Power: further reproduction not licensed. 



THE WKY TELEVISION SYSTEM. INC. WKYTV WKY RADIO* Oklahoma City Represented by the Katz Agency 


SPONSOR • 30 JANUARY 1 ( )(>1 

. ■ 

ABC-TV's 2 Nielser 

worth a 2 minute 

investing 2 million 

network television 

Already the facts of 1961 are crystal clear. The competitive markets where the viewer can choce 
all three networks give each network the acid test, and here, ABC-TV emerges as the leacr 
What's more, the only brand new shows in the top five (My 3 Sons and The Flintstones) are r 
ABC-TV. The chart on the right clearly indicates that the big trend is to ABC-TV, and as -e 
keep on saying . . .there is nothing harder to stop than a trend. 

ating point lead is 
study by any advertiser 

or more dollars in 

yhat network is first in the current 
Jielsen TV Report* for 1961? (And it's 

insistently so. J 


3 Network 
Share of Audience 




\/hat network has the most half-hour 
rsts in the current Nielsen TV Report* 

DT 1961? (Your chances for success are best on 
BC-TV; third only 12% of the time, Network Y, third 
?% of the time; Network Z, third most of the time.) 








Vhat network has 3 of the top 5 pro- 
rams in the current Nielsen TV Report* 

Or 1961 ? (ABC- TV is the trend-setter— not follower.) 


The Untouchables 




My Three Sons 



The Flintstones 


Source: Nielsen 24 
verage Audience 7:3 
J"day fABC-TV anfl 

Market TV Report week endin 
0-11 PM Monday through Satur 
Network Y tied for one-half 1 

g Jan. 15, 1961. 
day, 6:30-11 PM 

■ of the week 

Media department needs were outlined last week for the 
KTES by Herbert Zeltner. v.p.-direvtor of media, Lennen & 
\ewell. He called for direct recruiting from the colleges, 
formal training programs, elimination of rampant job- 
hopping, more selectivity in use of expensive research 
services, and abolition of unnecessary paper work at the top. 

The newsmaker: Herbert Zeltner came to Lennen & New- 
ell in July, 1956, starting as media group supervisor on Colgate- 
Palmolive. He rose to assistant media director in November, 1957. 
adding Lorillard to his responsibilities. In November. 1958. he 
became a vice president of the company and assumed the media 
directorship in December, 1959, at age 30. 

Zeltner told the Rl ES that agency media departments in the 
period just ahead most likely will 
be stronger than ever, "contribut- 
ing importantly to major market- 
ing decisions and to the establish- 
ment of increasingly effective 
budgets and media plans." He 
predicted extensive growth in the 
areas of research and evaluation 
which will heighten the media de- 
partment's effectiveness. Thanks 
to automation, media functions 
will be performed by fewer peo- 
ple, most of them working at su- 
pervisory levels for high salaries. 

But Zeltner cautioned that these 
"'exciting and rewarding possibilities cannot be attained simph !>\ 
default." First of all, top-notch people are needed and, on a long- 
range basis, he suggested more attention to recruitment direct!} 
from the colleges. Then, when the new talent is brought in. definite 
provision for formal, complete training is necessary, he said. 

He called attention to the "shortsightedness" of talent raiding, 
"so prevalent in our business." Often, he pointed out, a potentially 
fine media buyer makes the move to another agency too quickly and 
finds himself in a job for which he's unprepared. This of course is 
bail l"i both agencies and the man. stales Zeltner, who advises more 
discriminating, disciplined hiring policies. 

In the area of research purchase, Zeltner sa\s that due to til 
large quantities available, it's no longer economical or wise for an 
agenev to bin it all. or even most of it. Duplication must be elimi- 
nated, and each agency has to arrive at a combination which best 
meets its needs and those of its clients. According to Zeltner. "ever) 
research service must be challenged to defend its place in the rosta 
of agency services." 

Ilrrhcrl Zeltner 



30 JANUARY 1961 

by John E. McMillin 


Justice for Bell & Howell 

IVter I'ttt'isoii. executive \.|). of Bdl & Howell, 
is unhapp) about my 2 Januar) "Commentary. 

You ma) remember that column as one in 
which 1 criticized Peterson for saying at a De- 
cember forum of the Television \cadeim that his 
sole management responsibilitj was to maxi- 
mize profits. 

He writes from Chicago thai this single sen- 

tence, taken out of context, does not accurately reflecl his "total 
philosoph) of the responsibilities <>f business" and suggests that the 
misinterpretation should be cleared up. I am delighted to do tin-. 

In fact. I want to apologize puhlich to both Peterson and Bell & 
llou.H for am embarrassment or misunderstanding of their posi- 
tion which m\ remarks nun. unfairly, have caused them. 

I also want to tr\ to restate, with a little more clarity than I did a 
month ago. m\ own strong convictions on this subject. 

The Peterson philosophy 

Peterson sa\s. •"There are few things 1 feel more deepl) about than 
a company's broad responsibilitj and how it must constantl) strive 
to achieve both its shorter term profit objectives and its longer term 
responsibilities to the societ) to which it belongs. 

V- proof of this he submits both the prepared speech he delivered 
at the Television \cademy forum inn quote was taken from an ad lib 
remark during the discussion period) and a talk he delivered last 
jrear before the Chicago chapter of the AWRT. 

Both are good speeches. The first was titled "Does Controversial 
Public Programing Make Good Business Sense?" and Peterson as- 
sured the Acadenn that it does. His \\\ RT talk, "Is Giving People 
What The) Want the Answer?" was perhaps even more revealing. 
In this he demolished the economic case for merelv "giving people 
what the) want" b) showing that companies which depend on this 
concept and refuse to keep ahead of their market almost invariabl) 
fail (according to a voluminous Brookings Institute stud) I. 
He said. "Main businessmen realize that while the chief function 
f business is to make a profit, it must broaden it- concept- of profits 
o include at least long-term profit as well as short term. 

"'The long-term profit- of an) business obviousl) depend not onl\ 
n the (|ualitv of the product- it makes and the over-all trend of its 
industry, but on the qualit) and vitalit) of the societ) it serves. 
We all talk glibl) about the rise in the standard of living to 
hich our business growth is tied. Yet, a societ) clearl) cannot 
ave an) genuine and permanent expansion in the standard of living 
nless there is a genuine rise in the standard of thinking. 

In today's and tomorrow's increasing!) complex world an edu- 
ated public is not onl) the best guarantee ol a democratic societ) 
i Please turn to page 1 I I 

WVET Radio 






-I— |- I ROME 



■\ f- 







JpSfiKlHS- of 3L&MiTS 



WVOK 50,000 watts 

WBAM 50,000 watts 





30 JANUARY 1961 


a xou 

crack? Call in CBS Films' 
'The Brothers Brannagan." 
In seven-station New York, 
this brand-new detective- 
action series consistently 
t o ps a ll^comp eting shows I * 
And reports from more 
than 100 other markets 
sold to date— Atlanta to 
Providence, Dallas to 
San Diego— indicate the 
Brannagans are taking 
audiences by storm. 

Sponsor action? Camel, 
Standard Oil of Indiana, 
American Stores, Blue 
Plate Foods, Chesebrough- 
Pond's, Campbell Soups, 
Rheingold are staking 
out customers with 39 
Brannagan half-hours. 

Co-stars Steve Dunne 
and Mark Roberts have 
just completed a month- 
long, nationwide personal 
appearance tour, making 
legions of new friends for 
the show and its sponsors! 
Now is the perfect time 
for you to get in on all 
the excitement. Just call . . . 


.. The beat film programs for all stations." Offices 
in New York, Chicago, Detroit, Los Angeles, Boston, 
St. Louis, San Franeiseo, Dallas and Atlanta. And 
in Canada: S. W. Caldwell Limited, Toronto . 





























Commercial commentary (Com. from p. in 

it is also the best guarantee of a vigorous economic order. 

"And if our company has in some small way contributed to that | 
kind of educated public, it can't help but be in our company's long 
range interest to do so." 

Such excerpts give. I believe, a much fairer, clearer picture of the 
Peterson and B&H philosophy than did the one sentence (mote in im 
2 January column, and I am glad to put them into the record 

Let me also say here that I greatly admire both Peterson and hi 
company for their enlightened tv sponsorship. 

B&H has been a courageous, public spirited pioneer in bringing 
us magnificent programs on such subjects as birth-control, the mis 
sile lag, integration, and featherbedding by labor unions. All of at 
stand greatly in their debt. And if I seemed in any way to demeai 
their contribution, I did them a great injustice. 

But why market-research virtue? 

But having said that I want to make it perfectly clear that 1 \ io 
lenth disagree with Mr. Peterson on one vital point. 

He writes, ''The question that deserves added discussion in oui 
judgment is whether spending major tv funds in this area make; 
sense from the standpoint of sales and profits. If this question i 
answered affirmatively, we believe that many more companies will 
sponsor public service programing to the ultimate benefit of tele] 
vision, business, and our society as a whole. " 

Well, I think that is totally wrong. 

To me it's a little like saying, "The quickest wa\ to persuade 
prostitute to give up the primrose path is to show her that she cai 
maximize more dough (both short-term and long-range) by follow 
ing the lily lane of virtue. So, boys, let's spread this gospel. 

Such reasoning is atrocious philosophy, abominable morality, an 
unspeakable theology. Furthermore it is psychologically unsound. 

I don't for a minute believe that Messrs. Percy and Peterson en 
barked on the B&H program of public service sponsorship becaus 
the) bad factual evidence of its short- and long-term profit potential: 

I am sure they did so because they are intelligent honorable me 
of clear vision, strong faith, and an acute sense of responsibilit; 

• And I am absolutely convinced that any public service sponsors! 
that is worth a damn must start on this same basis of enlightenmel 
not because it "makes sense" — sales- and profit-wise. 

Our problem in promoting public service programing is to stinr 
late in more advertisers the B&H vision and faith — not simply I 
assure them that they will get a big red apple for being good boy 

Thai is why I deplore the "maximizing profits"" bit in connect!! 
with public service shows. It's like trying to justify the C.oldt 
Rule with sales figures. 

I don't doubt that this can be done (at least on a long-term basis! 

\nd I am reasonably sure that a batter] of market research™ 

equipped with IBM machines, could find statistical evidence th 

"honesiv is the best polbv" and that the 10 Commandments pax ol 

But such labors seem to me both absurd and dangerous. Ih 
bastard i/e the principles the\ pretend to explore. The) appl) oi 
dimensional meaMirr- to three-dimensional concepts. The) deba 
the motives of all men of goodwill. \nd the) fail to provide t 
inspiration which, in m) opinion. i~ an absolute!) essential ingrediil 

Do a ou care to debate this. Mr. Peterson'.'' 1 


•><l .MM \RY 191 

Reps at work 

Howard Rothenberg, eastern sales manager, Everett-McKinney, 
Inc., New York, feds that "perhaps one of tin- Mime challenging 
blems of the rep organization i> thai ol convincing station man- 
-ii'iil to invest in i it 1 ornuit i\ «■ sales and promotional data data 
which might not bring back an immediate return cm investment. 
I nderstandably, station manage- 
ment, faced with rising costs of 
.dun and technical equipment 
md services, can he hesitant 
ibout making tins type of invest- 
nent for the long haul. However, 
oday's media buyers, examining 
broadcast media in a highly scien- 
ific light, continuall) emphasize 
heir need for factual information. 
\nd. as media competition in- 
ireases for the total advertising 
lollar. as well as the "spot" dollar, 
he stations that best present a complete picture of their market and 
heir wares will develop a decided edge. It will be up to enlightened 
•tation management to maintain stronger counsel with their reps. 
New sales approaches, act urate coverage data, better market infor- 
mation and audience measurements will he of great importance 

Doug Wallach, injir. of sales, ('.rant Webb \ Co.. New VnL issues 
a plea for "realistic rates.'" He describes a frequent sequence: "The 
representative makes a sales presentation to the agency timebuyer. 
file buver show- interest, but on subsequent calls he gives the rep 
lie 'silent treatment.' The rep asks the station manager if the adver- 
tiser has made overtures to buv a 
schedule either directl) or through 
the distributor or some other agent. 
I he station manager informs the 
rep he has just sold a schedule to 
the distributor at the local rate." 
Says Wallach. "On this -cries of 
events has foundered the relation- 
ship between main stations and 
their reps. Some of the realities a 
station management must face up 
to when he establishes his rate: 
I 1 i \n\ difference between local 
nd national rale force- the national advertiser to buv locallv through 
whatever person he can get it cheapest; (2) The station must deter- 
mine what is the lowest rate for which he can sell his station and -till 
lake a reasonable profit. \nv sale below this minimum rate i- a 
etl ink operation: (3 i The minimum spot rate must include the co-t of 
he reps services. To finance his expenses to generate new business." 


30 JANUARV 1961 


1 1 dp pens 

p A- Bit 
% Better 

Media men who know their oats also 
know that sales snap, crackle and pop in 
the prosperous 750,000 N-E Kansas mar- 
ket when you sell em on K-TOP. 

Pulse and Hooper Prove 

Pulse (Oct. '60) rates K-TOP No. I in 
total, audience (40% Avg.) — 7 a.m. 
to midnight. 

Hooper (Aug. -Oct. '60) — 

37.6% — 7 a.m. to noon 
42.2% — noon to 6 p.m. 





^=j^= _ _ ^^= i L 

!=f g% 





While this image will never appear on your home 
screen, it is in fact an accurate statistical picture 
of what has been going on in network television 
since last October. This is the record for all reg- 
ularly scheduled nighttime programs- shown by 
networks and by types of programs. 

Why should anyone look at television in this way 
when there are many simpler (and more enjoy- 
able) ways to look at it? Briefly, because today's 
sophisticated advertiser commits millions of dol- 
lars to television only after the most careful study 
of marketing objectives, program possibilities, 
and network environments. What kind of pro- 
gram, he asks, will best serve his specific needs? 
And where is it most likely to prosper? If you are 
such an advertiser you are interested in the whole 
pattern of network programming-the big picture 
on the screen below. It shows that: 

—the CBS Television Network continues to win the 

biggest average audience for its nighttime schedule. 

-the CBS Television Network also consistently 
attracts the biggest average nationwide audience 
in every category of entertainment programming. 

-the CBS Television Network presents the most 
evenly balanced schedule, as indicated below by 
the number of hours devoted to various catego- 
ries of programs. Only this network provides such 
proof of performance in every category. 

As the test pattern shows, one network offers both 
viewer and sponsor the best of everything. No 
doubt that's why sponsors each year invest great- 
er sums in the nation's largest single advertising 

VVGA li-TV serves the public interest 



r /daticth 





■^Jfn tiro, 



\, mtmtia, (ftrliliamv 

'n'riahtMille, " 



1 _ymy/a/i^ V- m - r - 

Itaqenihan, \~N1 f t^'Jjf^r 

^meifkuii! /t ^ n ' iU(( ' i 







f MONT 1 : 


!?♦ ,T'J 



Footnotes to the Civil War in the Channel 
8 Area Every Monday Morning. Each 
program in this fascinating historical series 
features a separate community, as many 
cities and towns in the Channel 8 area were 
affected by the Civil War. Well-known 
examples: Battle of Gettysburg, burning of 
Chambersburg, Confederate occupation of 
York. This series is just one phase of 
this station's many activities dedicated to 
inspire and enlighten the viewers it serves. 

Lancaster, Pa. • NBC and CBS 

Clair McColloug h, Pres. 

Representative: The MEEKER Company, Inc. 

New York • Chicago • Los Angeles • San Francisco 

SPONSOR • ■?<• .1 \M \KV 1961 

Interpretation and commentary 
on mi>\i tignificani n radio 
mitl marketing mus of the week 


30 JANUARY 1961 
Coyrliht IMI 


Ford's willingness to pull hack about $H million of its t\ network investments 
for the remainder of this season can have ominous Detroit overtones for tv. 

It all started with Ford's move t<> sell off half of the Ufred Bitchcock show 
(K&E), with Revlon as the interested party. 

Revlon added a rider to its interest: it would like also to latch on to an alternate 
half-hour of the currently high-rated Wagon Train, of which lord via JWT controls 
an hour every other week. 

The fly in the ointment as far as Wagon Train is concerned is tlii>: according to NBC 
TVs arrangement with K. J. Reynolds and National Biscuit thej gel the first call 
on any added part of Train that becomes available. 

Hence the situation stands this ua\ : if only one or the other of them takes on an 
additional half-hour of Train. Ford's got a deal with Revlon. If both Reynolds and 
National Biscuit exercise their option, then the whole Ford-Revlon transfer v\ ill prob- 
ably go by the boards. I Ford, in any event, has recapture rights to Train in the fall, i 

The action within the Lincoln-Mercury division sort of confirms the murmurs 
that have been coming out of agencies closely identified with automotive accounts. 

And these murmurs have been to this effect : 

• The giant divisions will be back in tv this fall but the disposition will be, with 
exceptions like Dinah Shore and Ernie Ford, to veer away from long-term contracts that 
have no escape hatches. 

• The newer breed in management will be less inclined to hew to the tradition 
of identification with a company-controlled program and hence the trend toward Inn- 
ing participations in hour shows will be stepped up considerably. 

• Syndication will loom bigger in the automotive picture, because Detroit will be 
able to turn to this facet of tv in cases where influential dealers demand greater program 
identification for their markets. (Ford tests in this regard, it is intimated, have so far turned 
out quite satisfactory) 

Take it strictly as Washington speculation, but where new FCC chairman New- 
ton Minow is expected to exert early pressure is on the stringing together of too 
many commercials in tv. or what is better known as spotting. 

If this anticipation starts gathering credence in agency-advertiser circles, don't be sur- 
prised if there's a rush to reestablish on-the-hour franchises, something that not so 
long ago was a popular thing with Maxwell Douse coffee ami divers cigarettes. 

Apparently taking its cue from JWT-Ford dealer efforts. N. W. Aver is bent on 
getting where it can the local radio rate for Plymouth-\ aliant dealer groups. 

Ayer's gambit in this direction last week: inquiring of Michigan station- whether they 
were granting local rates to "regional automotive groups." 

The query obviously had a disturbing effect on the rep field. They recalled \\er 
media chief Les Farnath's notice to them last summer that if the local rate confusion were nol 
clarified soon the agency would deal directly with stations in behalf of clients whose 
competitors were getting the local rate. 

Explained an Aver timebuyer to SPONSOR-SCOPE: All were doing i> Ending out 
whether the local rate is being applied to regional dealer groups. ^ here there's no local 
rate we'll pay the national rate." (The Michigan flight, incidentally, breaks 2(> February.) 


30 JANUARY 1061 


SPONSOR-SCOPE continued 

P&G last week swept the board elean of its spot tv schedules on Cheer (Y&R). 

The step's just temporary. It was done to reevaluate its needed spot weight. 

Another sweep of the spot board: Anahist (Bates). The brand lately has been 

fattening up its network tv participations. 

America Chicle is implementing the policy it adopted last fall of alloting a 
more substantial share of its budget to spot tv. 

It's buying via Bates 17 to 23 schedules in quite a list of markets, with extra 
weight in markets where Dentine and Clorettes are not getting the wanted exposure 
through the raft of day and nighttime participations Chicle sponsors on ABC TV. 

TvB has moved its research efforts into a field that's coming under more and 
more challenge from advertisers: namely, the degree of attention paid to tv com- 

What the TvB project consists of: a pilot study seeking to measure how certain 
commercials have registered with and impressed viewers. 

JWT and Y&R among others have had continuing studies along these lines for some time. 
(For Marion Harper's latest views on this subject see SPONSOR-WEEK, page 00.) 

Here's likely evidence that Crest has got the maximum ride out of its pat from 
the American Dental Association: the same P&G's Gleem has moved ahead in share 
of sales in the food index. 

It's only by eight-tenths of a point but that still puts Gleem now No. 2 to the champ, 

Still another comeback: the Betty Crocker layercake mix has taken the lead back 
from Duncan Hines, if only by a six-tenths margin. Hines in the October-November store 
count went down five points, with much more of the difference going to Swansdown. Spe- 
cial case allowances may have had a lot to do with it. 

Even though the casualty rate for nighttime tv network programs keeps going 
up from year to year, a series with a 25-30% share has a better than 50% chance 
of surviving into the next season. 

That seems to be the key observation to be made from the following chart from Nielsen 
showing the program turnover by share level as it stacked up for November-December 1959: 




45% plus 















Under 25% 



Average Share 

Total Shows 





What lots of stations will welcome as a change: Lanolin Plus (LaRoche), one 
of barter tv's biggest customers, will soon be putting cash on the barrelhead for 

The i;ish list will run to around 60 markets, leaving about 65 markets still on 
barter basis. 

20 SPONSOR • 30 JANUARY 1961 

SPONSOR-SCOPE continued 

Affiliate reaction lo CBS TVs. introduction of the minute participation rate 
tor its 10 to noon span of programing was not without an amusing sidelight* 

The network's station relations department whipped out thi^ wire i" hesitating affiliates: 
"Hurry! hurry! hurry! we'd like your acceptance of the daytime minute plan by 
close of business Friday.*" 

Responded one affiliate: "We deplore the plan. Believe it had! had! had! lor the 

(For affiliate, rep, agency, advertiser, etc., appraisal "f plan Bee page ."> 

It looks at the moment that if P&G lias nighttime doings with ABO TV next 
season it will be strictly on a participation basis. 

P&G agencies have this expectation: the Rifleman and The Law and Mr. Jones — 
the latter if ABC agrees to waive its contract control — will wind up on NBC TV. 

ABC could say this season it had the bulk of the P&G nighttime business. 

Lever has quite a poke to put into network nighttime tv for the summer, but 
it'U probably put off its buying until the last minute. 

Reason for delay: it figures it will then be in a much better buyers' market. 

There's also a lot of spot tv in the offing, but this will be bought with the need 
and regardless of anything else. 

Admen generally recognize that the special news events program offers a po- 
tent audience vehicle for the next two years or so but their inclination to do some- 
thing about it is dogged by a hard-to-solve dilemma. 

And that dilemma is: how can you sell a client in buying a franchise in program group 
of this sort when you know that the placement and content of his commercials will be 
at the mercy of the producers of these news documentaries? 

As one agency executive put it: some of the special news events program produc- 
ers hand down edicts as though they were the New York Times, overlooking in the 
process the simple fact that the viewer has become accustomed to changes of mood between 
the program and the commercial content. 

New York agency executives just back from lookarounds in Hollywood arc 
voicing the opinion that the freelance tv program producers are facing a bleak 
1961-62 season. 

It is their estimate that the freelancers have anywhere from 125 ot 150 pilots in the 
works which have hardly any place to go if the networks adhere to their plans to cement 
into their schedules a night progression of one-hour shows. 

Note these admen: since network scheduling is becoming less and less a free mar- 
ket, it would be easy to predict that independent ranks in two or three years will be 
shaken down to four or five suppliers. 

The outlook is for ABC TV to go exclusively 60-minute programing Sunday night 
next season, which would mean but four show- on tap between 6:30-10:30 p.m. 

ABC TV apparently isn't letting up in its effort to find a format that would 
tend to put its affiliates on a competitive basis with Jack Paar. 

In the planinng stage is this idea: putting on reruns of such series a- Maverick and 
Sunset Strip and Hawaiian Eye from 11:15 to 12:15 p.m. 

Half of the commercial spots would be made available for sale by the stations. 

Agencies that have been felt out on the proposal are under the impression that the start- 
ing date would be before the summer. 

An obvious adverse effect: the sale of old features. 

PONSOR • 30 JANUARY 196] 21 



SPONSOR-SCOPE continued 

Brown & Williamson's allocation of corporate commercials to some of its night- 
time network tv has stirred some speculation regarding the objective. 

Two of the speculations, which, by the way. Bates completely disavows: 

1) B&W is being spun off from Imperial Tobacco (Canada), preliminary to the 
making available of an American stock issue. 

2) There could be a B&W brand on the way. 

Sellers of tv haven't as much to worry about in competing against magazines 
on price vs. audience delivered as they might think they have. 

Told SPONSOR-SCOPE by a leading cosmetic advertiser: the media costs of the 11 
magazines he uses has gone up 13% the past year, whereas their circulation has in- 
creased less than 6%. 

NBC Radio has thrown in the towel with regard to its ability to sell the Fri- 
day night stretch of Monitor : it's cutting out the two hours and 30 minutes of this 
portion of the Monitor weekend. 

Remaining intact for Monitor: Saturday, 8:05 a.m. to midnight and Sunday, 3 p.m. to 
10 p.m. Monitor sales had been close to 90% until the turn into the New Year. 

Campbell Soup's (BBDO) bullishness about spot radio is as stalwart as ever: 
it's embarking 20 February on another nine-week campaign in approximately 80 

Why the canner continues to be so radio-minded: the continuing frequency provides a 
tool for selling Campbell's less popular soup varieties. 
The key word in Campbell's radio lexicon: tailor-made. 

Don't be surprised if CBS TV before very long establishes a more favorable 
compensation structure for its affiliate stations. 

According to what some major agencies have heard, the maximum percentage under 
this revised esculator may not be far from the net proceeds obtainable for an af- 
filiate if it sold the time locally. 

The move would serve, as these agencies see it, to assuage in large measure affiliate 
reaction to network trend toward wholesale overlapping into station option time. 

CBS' more immediate gesture in that direction: allowing affiliates to sell time in re- 
runs of Gunsmoke as of 7:30 Tuesday night's next fall when the network intro- 
duces a Saturday night one-hour version of the same series. 

Some stations don't regard this Tuesday grant as a windfall, because in giving up 10:30- 
1 I p.m. Saturday they're losing, they say, one of the most desirable spot half-hours 
of the week. 

Pillsbury (Burnett) appears to be encountering some difficulty in getting sta- 
tions to accept piggybacks combining cake and pancake mixes. 

Attitude of the demurring coterie: the rate for the two brands would still be the 

minute rate and that if they were followed by another commercial regardless of length the 
station would be guilty of triplespotting. 

Factual note: the use of piggybacks, particularl) associated with Bates, has been in- 
creasing the past two years, most of them, unlike Pillsbury's, comprised of unrelated 

For other news coverage in this issue: sec Newsmaker of the Week, page 10; 
Spot Buys, page 49; Sponsor-Week Wrap-Up, page. 68; Washington Week, page 55; sponsor 
Hears, page 58; T\ and Radio Newsmakers, page 75; and Film Scope, page 56. 



\\ . . . m tlie SEW o^ <jU# and < $^cmey \ 

And they've decided the Ivy League needs more cultivating! Seriously, 
with our ideal living conditions, today's farm families are modern as 
Manhattan. And speaking of analyzing, how's this for good Television: 

1. Channel 2 for these extra Counties. 

2. CBS for the best in Public Service. 

3. 400,000 TV homes for greener pastures. 


v *\ 

$n flic yW( o{ 'Jwlk ad 3fbiiejj 


- EVAN Mana, 


M«»iMIITt I 


TCVIW& PI / ' J 



i- .<»:iru ' 

•rpirioi J 


PONSOR • 30 I Wl \RY 1961 


49th and 


Liked code story 

Congratulations, and thanks, on thai 
superb story on the Radio Code in 
the H> Januar) issue of sponsor 

I have a feeling it's going to bring 
man) into the fold, and I. as a mem- 
ber of the board, am personal!) 
grateful to you. 

Cecil Woodland 
general manager 

Sera n to n. I' a. 

One, above all 

Man) nl us in radio are already get- 
ting reactions to the "Sponsor Hears 
item about JWT's local rate accom- 

plishments i U> Januar) i for Ford. 

While it's possible that JWT has 
been able to buy 80' < of its stations 
at local rate it could well be true that 
at the same time they're hu\ ing 70' < 
of these stations at national rates. 

Many stations, realizing that a 
one-minute spot is 60 seconds no 
matter who buys it. have only one 
rate and while this could be called 
local, we prefer to call it general. 

1 he interpretation that can easily 
be read into your report is that <>()'< 
of the stations being bought by JWT 
for Ford are selling "off rate" which 
is unfair to both the stations, and 
JWT as well as Ford. JWT enjoys 
one of the finest reputations in the 


(embracing industrial, progressive North Louisiana, South Arkansas, 
West Mississippi) 

Population 1320,100 Drug Sales 

Households 423,600 

Consumer Spendable Income 

Food Sale S 300,486.00(1 


According to November, 1960 ARB we average 71 °o share of audience from 
9 a.m. to midnight, 7 days a week in Monroe metropolitan trade area. 

Automotive Sales 
General Merchandise 
Total Retail Sales 

| 10,355,000 
S 299,539.000 
5 148.789.000 


A James A. Noc Station 

Channel 8 Represented by 

Monroe, Louisiana H-R Television, Inc. 

Photo: Conlainerboard and Kraj Pa ei D iron o) Continental < nn Compai " d - Louisiana 

industry — the\ are firm believers in 
the published rate card. 

In defense of the ethical station 
operators who we represent, we re- 
quest that you call attention to the 
fact that more and more stations are 
mining to a one rate policy, ("all it 
local, national or general rate. 

Carl L. Schuele 


Broadeast Time Sales 

\ . ) . C. 

• Tis true, included, says JWT. i 
are the many stations on the Foi 
have adapted :i single rate. 

thai HIV, 

li-l !h:,l 


Gets results 

1 would like In take this opportunity 
to thank you for allowing me to dis- 
cuss our WEBR "Sing Along" story 
in your 26 Dec. "Sponsor Asks.'" 

Of particular interest to me was 
the response I received from people 
directly and indirectl) connected with 
our business. I suppose this should 
not have come as any surprise, but 
when you get direct action fur in- 
formation such as we did. it is indeed 
most gratifying, and once again 
proves thai sponsor can gel results. 
\\ illiain A. Schweitzer 
program director 

Buffalo. V. 1 . 

Fine — to a point 

It was with great interest thai I read 
the piece on jingles contributed h\ 
Ben G. Allen. t\ cop) group head at 
BBDO. in the "Sponsor \sks" col- 
umn in your 2 Januar) issue. 

E\er\ thing was fine — to a point. 
I enjoyed his sage comments on the 
influence oi music, its abilit) to sfl 
the stage pro; erl\ for a desired ef- 
fect, the (lower of music to motivate. 
It was great, and made me feel good. 

But then I was brought down b\ 
the last paragraph in which Mr. \l- 
len staler thai ""no one . . . has doafl 
am research on the effecl of motiva- 
tional music." Has a quarter-centuil 
of experimentation, pioneering, sci- 
entific stud\ in the field of back- 
ground music gone to waste? 

We've gol >o main fad- and fig- 
ures here al Muzak on the inlli.eiice 
of music on individuals al all limes 
I pause at itemizing the material. 
\-k VIr. Mien to come on down 
sometime and sec for himself. 
Slanlex \\ ai ten 
director of public relations 
\iuzah Corp. 
\ . ) . C. 



..0 .iwi \in 196 




Whether it's bringing a Detroit Lions football 
game from California, a Detroit Tiger baseball 
game from Briggs Stadium, or rousing an apa- 
thetic citizenry to public concern about Civil 
Defense, WJBK-TV gears its programming to 
the interests and needs of a greater Detroit and 
a greater Michigan. 

Typical example: Channel 2's Community Proj- 
ects activities, headed by Dr. John T. Dempsey, 
News and Public Affairs Director for WJBK-TV 
and Radio. Known to us and recognized by the 
community as one of the most highly qualified 
men in television, Dr. Dempsey is an associate 
professor at the University of Michigan where he 
earned his doctorate in political science. Both 
he and station management continually query 
hundreds of Detroit leaders to determine what 
subjects most need airing in the interest of a bet- 
ter community. Result: such timely discussions 
and documentaries as "Detroit's Daily Dilemma" 
(traffic); "The Human Side of Politics"; "Detroit's 
Survival" (civil defense); and "The Michigan 
Farmer", all presented by limelight personal- 
ities on WJBK-TV's Press Conference, Detroit 
Speaks and Project 2 programs. 

This timely localized approach, plus continuing 
effort in all areas of public service, have come to 
be expected of WJBK-TV. Providing such service 
is far more than an assignment or obligation. It is 
our pride and pleasure to take this active part in 
the life of the big busy 5th market we serve, 
where month after month in ARB and Nielsen 
Channel 2 is audience leader. 

President-elect John F. Kennedy and Michi- 
gan's new governor. John B. Swainson, 
interviewed by Dr. Dempsey of WJBK-TV. 



a Storer Station 



very big in Des Moines 


n total audience — see all surveys 

n total adult audience — see all surveys 

n service to the community — see Central Surveys 

n news — five years of dominance — see all surveys 

n personalities — see Central Surveys 

n believability — see Central Surveys 

n local business — see FCC figures 

n the lives of people in the community — see the people 

Big in sales impact — see Katz 



Moines Television 



SPONSOR • 30 .) \M VRY 1 % 

30 JANUARY 1961 

Latest tv and 
radio developments of 
the week, briefed 
for busy readers 


Marion Harper asks for less image and more impact 
600 politicos to get AFA red carpet treatment 
Lincoln-Mercury buys all station avails for hometown push 
$2.7 million more in Gillette's $13 million budget to net tv 

Marion Harper's broadcast credo: 
impact research, not nose-counting 

There's too much nose-counting in tv and radio, Marion 
Harper, Jr., president of Interpublic, Inc. (formerly Mc- 
Cann-Erickson) said in Chicago last Monday as he out- 
lined several projects his agency is experimenting with 
in qualitative research and impact studies. 

He spoke before 900 persons at a joint meeting of 
:he Sales-Marketing Executives Club with the Chicago 
r ederated Advertising Club, the Chicago Broadcast Ex- 
ecutives Club and the American Marketing Assn. 
. Among the projects outlined by Harper: 

• The development of an excitement index, which 
neasures interest in a commercial; 

• Experiment with a device which measures viewers' 
:v interest in commercials without them knowing it; 

• Study of children's reactions which are more spon- 
aneous than adults'. 

Trade groups, he said, in 
broadcast and in advertis- 
ing should take more vol- 
untary action in setting up 
professional goals within 
the organization which, in 
turn, better the economy. 

."The claim that we are 
living in a mature economy 
with saturated markets is 
literary fantasy," he charged, 
noting that "the average op- 
erating rate for all manu- 

Yet distribution productiv- 

Marion Harper, Jr. 

acturing is less than 80%. 

ity shows an even greater lag, averaged at a one per 
cent gain per year contrasted with three per cent for 
the economy as a whole. 

BCrW renews affinity for spot tv 

Brown & Williamson, which under the wing of Bates 
has oriented itself more and more to network tv, is 
again giving spot an encouraging riffle. 

It's lining up prime 20's and 60's in 50-60 markets to 
add the extra weight where needed for several B&W 
brands. Reps are being given the impression that these 
schedules have 52-week objectives. 

Another tobacco leader that's been moving more and 
more toward a semi-franchise orbit the past year is 


History-making radio saturation drive went on the air 
in Detroit last week as 21 Lincoln-Mercury dealers in 
the metro area bought every available program and 
announcement on a single station — WJBK — for an all- 
out two-week push which ends 5 February. 

Jerry Martin, v. p. for air on the Ford account at Ken- 
yon & Eckhardt, Detroit, says special effort has total 
of 2,612 minute announcements, 92 five-minute news- 
casts and 10 programs in a sports strip. The high vol- 
ume cars — Comet and Mercury — are getting the heavi- 
est emphasis, only a few mentions for Continental. 


30 JANUARY 1061 

SPONSOR WEEK/30 January 1961 

AFA lays problems plus red carpet 
before 600 politicos this week 

Opening salvo in advertising's 1961 battle to acquaint 
governmental and legislative leaders with industry 
problems and ideas will be heard in Washington 
Wednesday as the Advertising Federation of America 
meets for its annual mid-winter conclave at the Statler- 

Some 600 Congressional leaders are expected to at- 
tend the annual reception Wednesday evening, with 
such dignitaries of the new administration as Secretary 
of Commerce Luther H. Hodges in attendance during 
the day. 

Most of the admen's attention, however, will be fo- 
cused on James M. Landis, President Kennedy's special 
assistant on regulatory agencies, who at presstime was 
expected to key the luncheon meet with a summary of 
his recommendations for revision and reform of such 
bodies as the Federal Communications Commission and 
the Federal Trade Commission. 

Another speaker of special interest to the ad pros 
from all parts of the country will be Bob Wilson, Repub- 
lican of California, discus- 
sing "A Congressman Looks 
at the Advertising Industry." 
He is the only practicing ad- 
vertising agency executive 
in Congress. 

The conference chairman 

is Arthur C. Fatt, president 

J *'* ^^^^ of Grey Advertising, New 

^A ^fe ■ York. Amon« the other top 

^L speakers is the keynoter, 

. . William B. Murphy, presi- 

Arthur Fatt , 

dent of the Campbell Soup 

Co., and AFA Chairman James S. Fish, vice president 
of General Mills. 

D'Arcy trains production people, 
newcomers with field trips 

Field work and lectures on broadcast production as 
well as other media techniques is the Tuesday and 
Thursday routine for more than 100 employees of D'Arcy 
Advertising in St. Louis starting this week. 

The agency's own p.r. and publicity group has devel- 
oped a series of field trips to broadcast stations and a 
total of 23 suppliers for production employees, new- 
comers to advertising and some of its creative, media 
and research personnel. 

Aim is to familiarize agency staffers with background 
to jobs, with end goal of better advertising, service. 

Off-season selling for Parker 

Innovation in toy-game advertising and marketing 
is pointed up in the new spot radio campaign of 
Parker Bros., 78-year-old games publisher. A quick 
seven-week campaign promotes the Rook card 
game during what is normally a post-Christmas 
doldrums period. The game, a favorite of South- 
erners, will be sold via some 1,500 commercials 
in 23 Southern cities. Agency: Badger and Brown- 
ing & Parcher, Boston. 

Hamms beer ahead in favorite 1 
tv commercials as well as sales hike 

Even though the beer industry as a whole showed a 
slim 0.6% barrel gain for the first 11 months of 1960 
contrasted with the same 1959 period, last week Theo. 
Hamm Brewing President William C. Figge reported a 
striking 10% sales rise for the year. 

It's no coincidence therefore, in the minds of brew- 
savvy admen, that Hamm's television commercials havel 
rated No. 1 in American Research Bureau's viewer pop- 1 
ularity rankings for the past two years (with the excep- 
tion of only a single month, last March, when the off- 
beat Kaiser foil announcements came out first). 

'Iffy' radio copy slated for 
new Tassette personal item 

Controversial product soon to be debuted with a satura- 
tion radio and newspaper campaign in the New York 
metro area is Tassette, a menstrual device for women 
which has given Weiss & Geller agency copywriters con- 
siderable pause for thought. 

Copy, as of these pre-introductory campaign days, 
is designed to give the what-how facts straight to women 
listeners without the usual reliance on "euphemisms, 
secretive and symbolic expressions and evasive descrip- 
tions." Radio was used during tests in New England. 
Rochester (N.Y.), Harrisburg-Baltimore, Columbus (O.). 

Product, which may go national, is made by Tassette 
Inc., of Stamford, Conn. 

For Hong Kong, later is better 

ABC TV's test of Hong Kong with two shows lasl 
Wednesday (25 January) netted higher late-night ratings 
over-night Arbitron shows. Episode aired 7:30-8:3( 
bagged 13.5 rating (12.2 for same time previous week) 
23.7 share (compared with 20.7). Second show, 10-11 
had 14.0 average rating, 24.6 share (compared with pre 
vious week's Naked City, 18.4 rating, 33.1 share). 



Id .i \m \m 1% 

RCA Color TV Tape . . . trie Equal of Color Live! " 

— says William B. McGrath, V. P. and 
Managing Director, WHDH-AM, FM, TV, Boston 

'Here at WHDH-TV we are enjoying great success 
vith our RCA Color Television Tape operation. Taped 
rograms, commercials and special events sparkle in 
olor. We find color tape the equal of color live— and 
vith the convenience and ease that only RCA TV 
ape can give. 

RCA Color TV Tape Recorders have completed our 
LCA all-color facilities. We do all our local programs 
} color. Color sells. By adding the client convenience 
t tape to the new dimension of color, we have an 
nbeatable combination for sales success." 

CA Color TV Tape Recorders are proving themselves 
i installations like WHDH because they are designed 
lr color. Picture quality is virtually built in, thanks to 

multiple monitoring checks. You can check through the 
entire system for the very best picture. Precision head- 
wheel interchangeability for color, too, means you can 
play back tape on any machine, regardless of where 
it was made. 

More and more broadcasters are specifying RCA TV 
Tape for color operation because it is part of a com- 
pletely matched line of color equipment available from 
one single source— including color TV tape recorders, 
studio color cameras, ;}-Y film cameras and projectors, 
color monitors, switching and special effects. They find 
service before and after the sale of the kind that only 
RCA with its broad background in color television 
can perform. 

Find out how you can 

get live color quality 

with tape convenience. 

See your RCA Representative. 

Or write to RCA, Dept. PE-264, 

Building 15-1, Camden, X.J. 

The Most Trusted Name in Television 


SPONSOR WEEK/ 30 January 1961 

Gillette: $2.7 million more into net tv shows 

Outlay of $2.7 million for eight general-audience pro- 
grams marks the first time Gillette has heavied-up in 
the spring, non-sports months. Sports on tv gets the 
biggest portion of its SPONSOR-WEEK-estimated $13 
million annual ad budget. Gillette admen think they 
should round out their tv sked through the year even 
though sports — except for boxing and bowling, now 
sponsored — are out of season much of first half. They 

reason product line is sold all year 'round so there 
should be no hiatus. 

Boxing continues as Gillette's mainstay with this and 
other sports features directed primarily to men. But 
the four new NBC TV shows — The Americans, Laramie, 
Outlaws and Michael Shayne — reach a broader, all- 
family audience, as do Gunslingers on CBS TV and The 
Islanders, Roaring 20's and Stagecoach on ABC TV. 

Ticonderoga pushes pencils toward 
triple-goal morning radio audience 

Interesting three-goal use of radio by an unusual air 
product is seen in the new schedule of the Joseph 
Dixon Crucible Co., Jersey City, N. J., maker of Dixon 
Ticonderoga pencils. 

Starting today, company is airing early-morning min- 
utes at the rate of three per week on stations in four 
major markets in move to reach company's salesmen, 
its dealers and office people. 

6 Chicago spot skeds readied 

Spot tv activity along Michigan Ave. last week about 
held its own. Among accounts setting up tv schedules 
Jack (Burnett); Mars Candy (NL&B). Radio: Foulds Mac- 
aroni (C. E. Frank); Rival Dog Food (NL&B). 

Guide to Kennedys new quarters 

In pre-maugural New York visit, President-elect John Kennedy received 
from John Smart, president of the Esquire Broadcasting Co. (WQXI), 
Atlanta, a color movie of the major public rooms in the White House. 

Schick switch to NC&K no surprise 

Switch of Schick from B&B to Norman Craig & Kummel 
late last week, with some 70% of $3 million budget in 
tv, was pre-ordained. Revlon, largest single stockholder 
with 20%, has been sparking reshuffling for past year. 
There's also product conflict, as B&B has ASR account. 

Revlon switches from papers to 
radio for Vord-of-mouth' pickup 

Switch from newspaper to radio on Revlon's Sun Bath 
sun tan lotion is marked by unusual marketing theory. 
Revlon management and Grey agency account people 
find that winter tourists bring home word of this kind 
of product so that one tourist reached by commercials 
sells 20 more sun-bathers via word of mouth. 

New (last week) 13-week sked of minutes, paced to a 
calypso beat with live voice over, aims at sunshine visi- 
tors during the daytime hours, with most commercials 
adjacent to beach reports (and, in one instance, on a 
station which rings a bell every half hour alerting tan- 1 
ners to turn over). 

Current radio schedule of some 61 announcements! 
weekly on six Miami stations and 25 spots per week on| 
two Phoenix outlets is expected to lead to peak sched- 
ule during the summer months in as many as 30 of thel 
nation's top markets. Biggest market push comes after| 
Memorial Day. 

Fourth WBC program meet 9 April 
to key public service as entertainment 

Another grand slam bet on public service programing isl 
scheduled by the Westinghouse Broadcasting Co. fori 
a four-day Pittsburgh session starting 9 April. Thel 
fourth in a series of public service conferences how-i 
ever, this year stress this type of radio and tv station! 
programing as entertainment, with a downbeat emphasis| 
on public service features as educational. 

More than 400 industry leaders are expected to at-j 
tend the work-and-play session, with a greater repreH 
sentation from networks and stations this year than! 
during the three previous conclaves (Boston in 1957,| 
Baltimore in 1958 and San Francisco in 1959). 

Westinghouse President Donald H. McGannon hasl 
also supervised plans this year to admit the general 
public to some of the seminar sessions in Pittsburgh! 
home of the group's pioneer station KDKA and of the| 
parent company, Westinghouse Electric. 
More SPONSOR WEEK continued on page 68| 



30 .jam wo 1%1 

John Guidor. Pros Gen Mcjr . WMTW-TV 
Portland, Me. — Ml. Washington, N. H. 

Bought Warner's' Films of the 50's" 

Says John Guider 

"You might think 
we didn't need them" 

"We already had what may be the largest film library in the country, 
including all four major packages. 

"But we felt we could not miss this chance to sweeten our schedules 
with these strong late releases. We owe it to our sponsors. 

"They're not only great audience-getters in their own right but they give 
balance to the good but older pictures in our popular EARLY SHOW 

Warner's Films of the 50's . . . money makers of the 60's 




NEW YORK: 270 Park Avenue . YUkon 6-1717 
CHICAGO: 8922-D La Crosse, Skokie. III. . ORchard 4- c 105 
DALLAS: 6710 Bradbury Lane • ADams 9-: S55 
LOS ANGELES: 11358 Elderwood St. . GRanite 6-i564 

For list of TV stations programming Warner's Films of 
the 50's see Page One SRDS (Spot TV Rates and Data). 





The Charlotte TV MARKET is First 
in the Southeast with 642,500 Homes* 

We'd be the first to admit that it stretches the 
imagination to hang a city population of more than 
two-hundred thousand — but hang the city popula- 
tion when counting necks in the entire Charlotte 
Television Market! 

The real kicker is that WBTV delivers 55.3% more 
TV Homes than Charlotte Station "B"!** 

* Television Magazine — 1961 
"ARB I960 Coverage Study- 
Average Daily Total Homes Delivered 

Compare these SE Markets ! * 


Charlotte . . . 



Louisville . . . 
New Orleans 
Richmond . . . 


CHANNEL 3 ^^ CHARLOTTE/ jefferson standard broadcasting company 



30 JANUARY 1961 



* But station fury over sale of 
minutes is cooling after parlays 
on 'realities' with network brass 


if «' are not selbng spot! 

"This is not a price war! 

" I his will result in more revenue for our affiliates! 

I lius did Joe Curl. CBS TV daytime sales director, 
answer the storm of comment, criticism, and scuttlebutt 
that erupted lasl week with the announcement of CHS 
I \ s decision to toss awa) several of its selling traditions 
and join in the battle for daytime revenues with no holds 
haired. At week- end. although buffeted In criticism from 
affiliates, station representatives and some rival network 
executives, Curl firmly maintained thai no trouble was 
anticipated even though several affiliates were talking 
"I bucking the network. V.s one station owner put it l" 
- "Onsor, "What we'll have to do is tell them to go hang 
with their morning stuff." 

Others, however, after meetings with Curl and other 
network officials last week were privatelj admitting that 
the\ were beginning to appreciate the realities of the 
network.- position, and that much of the plan would 
probably go through. It seemed to he a question of the 
\alue of network affiliation outweighing their fear- "I 


What reps/affiliates said: 

Station representatives called the CBS 
TV action a "bald outrage, a complete 
invasion of the -|»<>i field," ami likened 
the trend in daytime network television 
selling to the la-t days oi network ra- 
dio. Affiliate operator- opposed the 
plan because it would accrue them low- 
er rate-, would make producl protection 
impossible, would impose a summer 
rate which the) never have accepted. 

What admen/clients said: 

\gein \ media people and their clients 
hailed CI!S TV's "honesl presentation" 
of what the) were -riling and noted 
thai the change- would make buying 
daytime network television simpler for 
them, but they had reservations ahout 
one aspect of the plan the Hal rate 
that could mean buying without know- 

ing their messages. 

What rival networks said: 

Some spokesmen for the two rival net- 
works praised the move and called it 
the besl development for the industrj 
as a whole, and not unexpected. How- 
ever, some -aw in CBS TV's outright 
dropping ol billboards the sacrifice of 
one of the basic strengths of daytime net- 
work t\ sponsor identification with a 
\ei\ emotionally involved audience 
calling the move "destructive." 


30 JANUARY 1961 

; ; 

Affiliates charge that a grossly unrealistic 
value has been placed on their time 

network encroachment on spot. 

I he network that never sold less 
than a quarter-hour unit has revealed 
the following plan t<> go into opera- 
tion 13 Februarj : 

• Minutes will he sold between 10 
a.m. and noon. 

• Billboards will be eliminated in 
this period. 

• Minutes can be rotated within 
this period. 

• Advertisers may buy as many 
minutes as they require, can get out 
and get in at will, don't even have to 
buy 13 weeks — but can buy shorter 

• The network will actually tell an 
advertiser his cost-per-1,000. 

• The network will allow piggy- 
backs in this period, but will not sell 

• Affiliate stations will have the 
privilege of selling the first minute 
of each of the 10 a.m. -noon pro- 
grams locally. 

• Two afternoon shows, Full Cir- 
cle and The Million/tire, will also be- 
come part of the new discount setup 
to the extent thai the minutes pur- 

chased there may be applied to the 
morning minute total. 

• CBS TV will draw a line be- 
tween summer and winter daytime 
rates, and will give an added dis- 
count in the daytime. Cost-per-1,000 
homes will go as low in summer as 
74^. This discount structure is based 
on an average of 2.400.000 homes in 
the winter and 2,700,000 homes in 
the summer ( greater tune-in due to 
added youngster availabilities). 

The basic question that troubled 
the industry last week: Can you take 
over so many of the strong tools of 
spot without eventually becoming 
spot? Affiliate stations and their 
representatives howled, "No!" and 
were fighting mad. They envisioned 
more and more encroachment on spot 
selling unless the affiliates put the 
brakes on the networks. 

Several affiliate owners went so far 
as to predict to sponsor that CBS TV 
might "go black" during the 10 a.m.- 
noon period if the network did not 
return to conventional operation. 
Thev deplored the "grossly unreal- 
istic value" that CBS TV has placed 

on its stations" time and indicated 
that resentment and astonishment 
were widespread among alliliate 
chiefs — many- of whom are present- 
ing their grievances in person this 
week in conferences at 485 Madison 

Rival network executives saw 
nothing surprising in the web's ac- 
tion, noting that it had only been 
a question of time until TV dropped 
its long-cherished policies by cutting 
rates and seeking flexibility. Some 
thought, however, that CBS had gone 
too far. 

As for the agencies and their cli- 
ents, their reaction was highly favor- 
able but with some frankly stated 
reservations. Media directors gave 
CBS TV credit for an "honest pres- 
entation" of what it is selling, and 
pointed out that the changes would 
make buying simpler for them, that 
it was a break for the small adver- 
tiser and the client who had not pre- 
viously been a heavv user of the dav- 
time medium. 

But they were cautious on one 
point, the unusual situation brought 
about by a flat rate and the fact 
that they do not know how many 
stations they get for that rate. Sev- 
eral agencymen commented that it 
was "too early" to pass judgment. 

CBS TV's embattled Joe Curl answers: 

"WE ARE NOT SELLING SPOT! The other two networks are selling network 
minutes in one form or another because advertisers demand it. But, re- 
member, we are not selling spot. We are selling network minutes, network 
time in smaller portions. CBS needed a more flexible daytime setup. We 
couldn't buck the trend, and as much as I don't like it, I think it's coming 
to nighttime, too." 

"THIS IS NOT A PRICE WAR! This is an official and legitimate rate reduc- 
tion in the morning (between 10 a.m. and noon). It won't go any further; 
we've established a definite rate; we will stick to the rate. We are not 
going to cause a price war." 

cision took more than seven months of working ... on the ground rules . . . 
until we came up with this plan. This is not intended as a sermon, but it's 
a fact that CBS believes in quality and integrity, so we decided on a rate 
and printed it. Everybody gets the same deal; everything is specific. Sta- 
tions know what we are doing and so will the advertisers." 



30 JAM \K\ VH>\ 

CBS TV's per-minute rate, cost -per -1,000 (10 a.m.-noon 











201 to 400 





401 to 600 


1 .25 



601 to 800 





801 to 1,000 





1,000 and over 





CBS TV changes in sales policies for 10 a.m. to noon period include (1) making time available in straight 
minutes, (2) allowing advertisers to rotate minutes and (3) summer, annual minute purchase discounts 

•'Vwn slums in the alien n. Full Circle" and 'The Millionaire 1 also become part of tho new discount setup to this extent the mil hased here may 

he applied to the morning minute total. 

tThis discount structure, which takes erTVe! 1:1 February, is based on an average of 2.100,000 homes in the winter and 2.700,000 homes in the summer (tho 

nun' in in the summer Is greater because ol the added youngsters available). 

It was not "too early" for some 
station owners. Typical was the 
comment of one who declared. 

Man) of us are aghast, and so are 
man) of their owned station man- 
agers. I think this move is destined 
to create the biggest stir we've seen. 
I here is so much more at stake 
for the stations that the move will he 
fought, and fought hard, at meaning- 
ful levels. I predict many stations 
will he up in arms and won't clear 
for it." 

Man) of those affiliates are key 
market stations, and they have indi- 

ated to their representatives that 
the) won't accept the CBS TV plan. 
I' our major reasons were cited: 
1 i On a contractual basis, the new 

ates would he below what they are 
getting under present contracts. 

2 1 The network because of its 
minute rotation plan — would be dic- 
tating to them as to what advertisers 
the) can take and can't take during 
the 10 a.m. to noon period. This. 
the) maintained, would make prod- 
uct protection impossible. The onlv 
waj out would he for the stations 
themselves to set up a concentric svs- 
tem of spot rotation, which thev in- 
dicated they didn't care to tackle. 

3) Smaller market stations would 
doubtless be hurt. 

li The kev alliliates in question 
declared that thev have never accept- 
ed summer rates of any kind, and 
didn't want to start now. The sum- 
mer rate issue seemed to be lost in 
the discussion of the other two last 
week, but as one station man said. "If 
it were their only change it would be 
enough to make us reject them." 

What frightens many of the affili- 
ate owners is that, with the pattern 
of network radio's decline still fresh 
in their memories, daytime tv seems 
to them to be following that pattern. 

"The beginning of the end of the 
original network radio," a top rep 
salesman pointed out, "came when it 
reached in every direction with wide- 
open, catch-all participation plans. 
The stations finally decided to pro- 
gram themselves because thev were 
getting less money from the networks 
than they could get bv selling them- 
selves. Just as a few kev market sta- 
tions tolled the death of network ra- 
dio as a real money-maker, so it 
could happen again unless this day- 
time tv medium wakes up." 

\nother leading rep salesman 
called the move "a bald outrage, a 
complete invasion of the spot field. 
The networks are going into the spot 
business and proposing to pa\ sta- 
tions on a network level for business 


30 JAM ARY 1%1 

that stations should be getting exclu- 
sive!) on a spot level. That's our re- 
action and the reaction of network 
alliliates who have contacted us.~ 

Spokesman for the three net- 
works, however, played down the 
dramatic nature of the move, seeing 
it as another step in the gradually 
changing pattern of network selling 
practices. \t CBS, Joe Curl stood by 
the move and stated emphatically 
that "we expect the new policy to 
result not onlv in better coverage, 
better ratings, and better share-of- 
audience, but also in more mone) for 
our affiliates. 

"This decision took more than 
seven months of working like hell on 
the ground rules. We tore the tiling 
apart and put it back together re- 
peated!) until we came up with this 
plan. This is not intended as a ser- 
mon, but it's a fact that CBS be- 
lieves in quality and integrity, so 
we decided on a rate and printed it. 
Everybod) gets the same deal: every- 
thing is specific. Stations know what 
we are doing and so will the adver- 

"The other two networks are sell- 
ing network minutes in one form 01 
another because advertisers demand 

it. ' he declared. "But, remember, we 
arc not selling spot We are selling 


network minutes, network time in 
smaller portions." 

There is no question in the minds 
of Madison Avenue observers that 
CBS TV had to make some move to 
counter the scatter plans of ABC and 
then NBC. Columbia needed a more 
flexible daytime setup. Curl main- 
tained, with so much demand for 
minutes from the agencies and ad- 
vertisers. "We couldn't buck the 
trend." said Curl, "and as much as I 
don't like it. 1 think it's coming I" 
nighttime, too. 

As to the move's effect on the spot 
medium's future, some station repre- 
sentatives were carefully weighing 
the facts and factors and coming up 
with -Mine surprising conclusions, 
among which were: 

1 i I lie internecine warfare among 
the network daxtime sales depart- 
ments might actually draw more at- 
tention to the spot medium. 

2 1 In man) markets where CBS 
won't clear, more spot sales will re- 
sult, and some new stead) customers 
must result from that situation. 

3 1 I he network struggle could 
conceivabl) destroy the da' time me- 
dium as a money-maker. 

"It's one thing for the networks to 
invade the spot field and not admit 
it." said one rep firm chief who 
asserted that tliis practice had 
been going on for some years. "But 
CBS TV has laid a rate card right on 
the line and may disco\er that some- 
times it's dangerous to call a spade a 
spade. At all levels — even govern- 
mental — a proper difference and 
competition between network and 
-| ol selling should be visible." 

Still another rep tv sales mana .ei 
agreed, adding that "in all m\ \ears 
of selling. I've gotten used to the 
networks invading the spot field--as 
they have a right to do to a certain 
extent. h\ the way. I've seen it in 
radio and in television, and al the 
-.line lime I \e seen spol continue to 

grow through it all. So I'm noi read) 
io jump "id ol an) w indow - at this 

lllO\ c. 

" I his i- a |n ice war. ami the mot e 

wars between media the better the 
agi ncies and advertisers like ii as 
long a- a medium isn'l d< stroyed." 

MS I \ s Joe ( aii I look except ion 
Io this remark and stated d( < i-i\ I) . 

i Please turn to page (<2 i 



TvAR replies to specific charges against spot tv by 
exeeutives of various firms, mostly light to non-users 

^ Laek of a conerete image, buying complexities con- 
sidered the biggest handicaps, to sellers of the medium 


week highlighted li\ network 
da) time television's struggle for a 
format and an identity, the medium 
that most rivals it has also been 
through some soul searching. 

A station representative, having 
studied the results of a high-level 
management survey on conceptions ol 
and attitudes toward spot television, 
decided to go further than mereh 
printing the results I " 1 he View at the 
Top" i. Television Advertising Bep- 
resentatives has released to SPONSOR 
its rebuttals to the objections voiced 
against spot tv, in an attempt to ex- 
plain to the executives who made 
them that they are overlooking the 
basic elements invoked in media se- 

lection when condemning spot tv— 
does the medium work and i~ it 

"Their reasons for not using spot 
television," according to T\ \K's di- 
rector of marketing and research} 
Bob Hoffman, "have little to do with 
the selling power of the medium, 
Most of their objections are to side 
issues not directl) related to the me- 
dium s effectiveness. 

T\ \R"s answers to the basic ques- 
tions — does it work and is it effec- 
tive? — are provided, Hoffman main- 
tained, b) spot tv's "phenomenal 
growth" from $9 million in 19 JM to 
$458 million in 1939. "The ability 
of this "work-horse medium" to sell 

TVAR executives discuss their reply to criticism of the spot tv medium by advertisers. Larry 
Israel, v. p. and gen. mgr.; Bob Hoffman, dir. of mlttg. and research; and Jack Mohler, eastern 
sis. mgr., found that most griping came from companies that were not big spot tv users 


30 JAM \Ki I'Hd 

goods .Hid services accounts for ili«' 
fat i thai last year 1,381 advertisers 
invested at least $20,000 each in spot 
television, despite the objections 
raised l>\ some in oui survey, those 
objections were: 

• The complexities involved in 
Inn iiiii spol television. 

• The waste audience. 

• It- expense. 

• I he difficult) of selling ii to an 
advertiser's sales -(all. 

• The difficulties in merchandising 
and promoting it. 

• It- lack of prestige. 

• I heir unfamiliarit) with the 

• I he impression thai the medium 
i- no! selling itself properl) . 

These objections were made in 
"The View at the Top" surve) ex- 
clusively, it i- interesting in note, 1>\ 
"light and non-users' of spot tv. The 
stud) reveals no basic dissatisfac- 
tion among the "moderate and heav) 
users" «>f the medium. "Instead,' 
Hoffman -aid. "these advertisers, time 
and time again, commented on the 
success the) have enjoyed with spot 

l\. While these men were aware of 

the problems involved in using spol 
t\. the abilit) of the medium to move 
people to hu\ their goods or services 
overrode the 'minus signs," Hoffman 


i The "depth interview research 

was ((inducted l>\ Henderson and Mc- 
Nelis, a professional research organi- 
zation, among top management execu- 
tive- of leading companies. They did 
not know what organization was 
sponsoring the survey, and the) were 
assured that no disclosure would he 
made of their names or their firms. 

(Surveyed were 26 leading all- 
media advertisers who invested an 
estimated $325 million in spot and 
network t\. newspapers, and maga- 
zines in 1 ( ).") ( ). They represented a 
cross-section of products and corpo- 
rate size, and included firms located 
in eastern and midwestern sections 
of the 1 ,S. They ranged from \er\ 
beav) users to non-users of spol t\. 

Hoffman also pointed out that the 
hulk of negative comments came 
from more conservative "salesmen 
oriented' companies, whose ad spend- 
ing in the four major media rose onl) 
'*>' * between 1957 and 1 ( ).~> ( ). com- 

Television rep replies to spot's detractors 

1. Buying is too complex: 

This may be true hut spot 1 1 s results warrant the < j ij<,//. Further- 
more, this is noi a client, hut an agency problem, unit despite certain 
difficulties agencies continue in recommend the medium highly. 

2. There is waste audience: 

Obviously, a medium that can blanket virtually every family in a 
market in a mutter <>l days is hound to include some waste circulation. 
Hut "muss' appeal means a tremendous plus at justifiable cost. 

3. It's very expensive: 

Cost is a relative thing, to he considered ill the li^ht oj results 

achieved. The important consideration is the cost-per- 1,000 sales 
resulting from the campaign, and its availability to small clients. 

4. It's hard to sell to sales staff: 

This argument is fallacious. Idvertisers citing this fail to realize 

that spot tr is highly salable ij an effort to sell a sales staff is tailored 
to a specific campaign, and the .sales stuff put into tin- act. 

5. It's difficult to merchandise, promote: 

These are secondary, hut they should be considered at the very out- 
set oj a spot campaign so that commercials can he prepared with a 
view toward their merchandising possibilities. 

6. Spot tv lacks prestige: 

// glamor and prestige are major objectives, network tr has the 
advantage. Hut most companies are interested in day-to-day sales 
and for them spot is a work-horse medium that mores merchandise. 

7. It's unfamiliar to us: 

//; understanding oj spot tr is complicated In the huh oj a clearly 
defined image — complicated by the ambiguity of the word "spot." 
the versatility of the medium and too-sophisticated presentations. 

8. It's not selling itself properly: 

Prime reason lor this view is that spot tr presentations often examine 
the medium from the sellers' rather than the havers' point oj view. 
We must relate to advertisers' selling problems. 


30 JAM ARY 1 ( )()1 


I Illllllllllllllllll Illlllllllllll! ^illlllllllllllilllllllSllllillllll^lllllllllllllllllIIIIIIIIIIIIH 

Total ad expenditures in four major 
media (spot tv, net tv, mags, papers) 


% Increase 
1957 1958 1959 1959 1957 

15 Consumer 
Oriented Advertisers 

1 90 

227 259 +36% 

13 Salesman/Agent 
Oriented Advertisers 64 


66 + 3% 


pared to a 36' '< increase on the part 
of the "consumer oriented" com- 
panies studies. 

Here are TvAR's point-by-point 
rebuttals to what it calls "complaints 
based on misconceptions and lack <>f 
knowledge of the spot medium" 
I which, Hoffman said, are "under- 
stood," as spot tv is an infant medi- 
um," and "even we as sellers are just 
beginning to learn how effective il 
really is." 

The complexities involved in buy- 
ing spot tv: "Without a doubt," 
sa\s TvAR. "it is more difficult to 
buy spot tv than a network show or 
a full-page magazine or newspaper 
ad . . . but the key issue" is that "tin- 
results warrant the effort." What's 
more, "this is not a client's problem, 
but rather an agency problem. The 
successful agencies have expert media 
departments who are skilled in buy- 
ing spot tv and experienced in coping 
with the problems that arise. 

I \ \R sees a trend toward greater 
uniformity in many areas of spot tv. 
It includes: (1) standardization of 
late cards. (2) standardized billing 
forms, and (3) standardized contract 
modification forms. "These a re straws 
in the wind, indicative of an effort 
on the part of the spot t\ industn to 
simplify and standardize its opera- 
I i • » i i ~- . 

The Inning complexities, T\ \l! 
argues, bave been complicated 1>\ the 
concept of "short-flight"" campaigns, 
which require a new buying efforl 
with everj wave of advertising. This 
approach stems from the u><' of spot 


tv as an "opportunistic and tactical 

"However, spot tv can be effective- 
ly utilized as a strategic ad weapon — 
on a continuing basis." As pointed 
out in a recent Petry & Co. presenta- 
tion I "Selective Pressures on Tar- 
get"), spot tv used in this way can be 
considered the "self-refining medium" 
— where a spot schedule is always 
subject to a change for the better by 
re-evaluation and upgrading. 

Multi-product advertisers, in par- 
ticular, have the opportunity to use 
spot tv on a 52-week basis. TvAR 
says, switching from one product to 
another, but at the same time retain- 
ing a franchise on the spots they have 
la technique adopted by P&G and it* 
agencies) . 

The "sellers' market" argument 
represents still another misconception 
about spot tv. the rep firm states. 
namely that you must be in "so-called 
prime time"' or else your campaign 
won't work. While announcements 
in "so-called marginal time" deliver 
smaller ratings. the\ are priced ac- 
COrdingly. The oft-quoted success of 
Lestoil, whose entire campaign was 
built around announcements in mar- 
ginal time, proves that all t\ time 

The advertiser using the sellers 
market as an excuse for staying out 
of spot t\ loses sight of the fact that 
throughout the year there are avail- 
abilities of some kind during prac- 
tically all times of the da\ and night 
on almost all stations, "if the adver- 
I Please turn to page (»2 i 


W Policy factors cited to 
explain closing of tv tape 
unit, CBS Production Salrs 

^ Tape service grossed $5 
million, profited $1 million 
in "60, say trade estimates 

I he CBS Production Sales unit has 
been disbanded. Personnel are now 
being transferred to other CBS li\<- 
operations departments. CBS studios 
58, 63, and 64 are being closed. 

This news, heard along Madison 
Avenue last week and confirmed by 
CBS spokesmen, leaves many commer- 
cials people scratching their heads in 

Most confused of all are CBS" tape 
competitors, who estimate that the 
defunct network tape unit grossed al- 
most $5 million in 1960 and made 
more than SI million in profits. 

Their conjecture is that CBS' mo- 
tives in this case really were not eco- 
nomic, but political: that the network 
was primarily worried about policj 
and the role its tape unit was assum- 

Their interpretation is that the 
service was initially instituted only 
to serve CBS TV clients, that it had 
come to successfully perform unex- 
pected services for non-network cli- 
ents, and that all CBS was now doing 
was reverting to its initial policy. 
It's been pointed out that the CBS 
unit was doing business on programs 
for use on other network- or syndica- 
tion, on commercials using spot 
schedules, and on non-broadcast pro- 
grams. These included Omnibus and 
I'luy of the \\ eel. and medical and 
religious programs partly or entirety 
of the non-broadcast t\pe. 

According to this interpretation. 
CBS had to decide between one of 
two roles for its production -ales unit: 
it bad to support it and free it to be- 
come a fullx competitive independent 
tape producer, or it had to curtail il 
so that it once more was a service 


30 JANUAM 1961 


arm for network clients. Sometime in 
the last few weeks CBS apparent!) de- 
cided on the lattei alternative. 

\- earl) as the first quarter of 
L9S9 the tape departments of NBC 
and CBS had threatened to dominate 
the tape commercials field. I li i- was 
!n accident, not design. Clients do- 
ing live commercials on each network 
timpl) transferred the same assign- 
ments to network tape services. 

Graduall) the CBS tape unit took 
m more and more business. For a 
inie it switched to a polic) of ac- 
i\cl\ going after tape business. It 
built up an aggressive and ver) sue- 
sssful sales force. B\ the last quar- 
ter of 1959 it became one of the lead- 
ing tape producers in the nation. 

Durinj; 1900 competitors" esti- 
nates are that one-third of CBS Pro- 
faction Sales' business was in com- 
mercials. Of the other two-thirds. 
terhaps one-fifth was in non-broad- 

casl tape pi ogi am pi oduction : medi- 
cal programs for closed circuit and 
religious programs used as film trans 
Fers in church showings. 

\\ Inn competitoi - added up pn>- 
grams nol seen on t\. programs seen 
mi other n. -twin k~ in in s) ndication, 
and commercials seen on station spol 

schedules, it became clear that a siz- 
able percentage ol the unit's activit) 
was not for client use mi the network. 

I his inconsistenc) between the in- 
tention and performance ol the CBS 
tape unit miuhl have been of concern 
to no one except for one thing: the 
unit was a remarkable success and 
enjoyed phenomenal growth and prof- 
its. It had become virtuall) an inde- 
pendent competitor without official 
CHS sanction. To some it had ap- 
peared that sanction was forthcoming 
early in 1961. But instead of setting 
up a separate company. CBS seems 
to have decided to restore the unit to 

ii- initial service function. 

\\ bat were the mol ives "I < IBS in 
sticking to its polic) at the expense 
of giving up a SI million-a-year prof- 
it ? I his i- -till a mattei foi specula- 
tion. One guess is thai network stral 
eg) was to avoid investment and in- 
volvemenl thai might bad to long- 
term losses and responsibilities, de 
spite immediate profit. [Tie evidence 
for this \ iew i- that facilities in New 
York had been obtained b) CBS al 

premium price- and three studios 
ha\ e now been closed. 

Another conjecture i- that CBS 
w a- concerned that the unplanned ac- 
tivities <>f its tape unit might touch off 

unfavorable repercussions in Wash- 
ington. It would have been a griev- 
ous loss to CBS if the activit] of this 
unit— a small one b) network -land 
ards — were to result in an) stigma 
that mighl carr) over to the network's 
i Please turn to page 64) 



POLICY: Set up only to serve network clients, CBS Production Sales was unexpectedly 

doing booming business with non-CBS, non-network, even non-broadcast clients. 

EMBARRASSMENT OF RICHES: W hat began as incidental convenience for net- 
work clients grew into estimated So million gross. SI million profit in 1960 — all unintentional. 

SANCTION: Success of unit called for CBS sanction of independence as fully competitive 
tape producer — which CBS apparently vetoed in today's atmosphere. 

FACILITIES: CBS is closing three New York studios — 58, 63. and 64 — leased years ago 
at premium prices during the heyday of eastern "live" tv. 

MONOPOLY: Conjecture is CBS may be protecting itself from charges of type made In 
independent producers that it was underselling, wasn't competing. 



MAURICE H. NttDHAM's dedication to his business has not kept him from many non-advertising pursuits, including ornithology, the Civil War 

M. H. Needham: portrait of a 

^ Chairman of Needham, Louis and Brorby can look hark on a decade of solid 
growth, the best year ever (1960), and a hefty rise in radio and television hilling? 

INK \(.n 

L hl Tuesda) i!7 January) Mau- 
rice II. Needham, spruce board 
chairman of Needham, Louis and 
Hi orby, stood before an audience id 
\\\- employees in the Prudential 
Building assembl) hall and reported 


on the company's stale of business. 
This year's annual meeting, the 
I 1 tli consecutive <d such sessions in- 
forming employees and the public "I 
the agency's financial health a sin- 
gular affair in an) agencj operation 

— was heightened 1>\ these distinc 

• It was the first time that Man 
lice Needham had addressed tli 
group in hi- new role as hoard chail 
man of the agency . 

s|>o\soii • M) .1 \m vm 196 


spends two hours reading before breakfast 


• The report, l.a^c»l on I960 bill- 

_-. represents the largest pain in 

L&B s 36-year histor) . 

Last year the agenc) billed $45,- 

6,626, an increase of $7,1 16,582, 

I!!' ( <>\cr 1959. Net income 

counted to $382,533 or less than 

< of lulling. Last year's record 

tries the loth successive year ol 

ling gains for NL&B, resulting in 

decade of 100' i growth. 

I he I960 report < ailed last yeai 
"oui most memorable year." X — i * I * - 
from scoring the largest dollar pain 
in history, looo also Bel .i record in 
net income. 

I here were two reasons foi this 
happ) financial picture. One na- the 
start of advertising for three new 
clients: Mars, Inc. ' cand) I ; Rival 
Packing Co. i dog food i ; Masse) • 
Ferguson, Ltd., of Canada (mostlj 
faun equipment). Second, NL&B's 
older clients increased advertising on 
several new products. 

ML&B lia> come a long waj in 
other respects. It is now second onlj 
to Leo Burnett among Chicago agen- 
cies in its air media billings total. 
The agenc) puts 57.595 of its total 
billings into radio and t\. For one 
thing, its network l\ involvement is 
considerable these days. It was onlj 
three years ago that NL&B was 
agency of record for onl\ one pro- 
gram — 77/e Steve Allen Show -which 
it bought for S. C. Johnson, one of 
its long-time clients. 

Today, MAB is agency of record 
for five network shows lone of them 
on Canada's CBC > and participates 
in sj\ others. S. C. Johnson spon- 
sors both Garry Moore and Zane 
Grey Theatre on alternate week-: 

Masse) Ferguson advertises on To 

ilm on ilir hum | a Saturda) moi n 
ing show on NB( I \ I and the < l'>< - 
Dim \l(\\,i\ Jubilee. State Farm 
Insurance is on the Jai k Benn) show 
'•n altei naic w eeks. 

In addition, the agencj pai i ii i 
pates in the Pei i j < omo -how foi 
Kraft, bought into the Red Skelton. 
\nn Sothern and tngel show- foi 
S. •'. Johnson, and into lassie and 
the Donna Reed -how for < lampbell. 

It i- notable that, on the w hole, the 
programs favored bj NL&B for it- 
clients are on the wholesome side. 
\\ bile this cei tainl) reflects the de- 
sires "I the i lients, it i- also an echo 
of the personality and idea- of Mau- 
iice \eedham — a non-huckster if 
there ever was one. i Uong ih si 
lines, it i- ;il ~< ■ notable that two new 

diet- of NL&B Standard 0il(N.J. 

and Intci national Telephone and 
Telegraph chose the agenc) speci- 
fically for corporate advertising. 
Here, again, the atmosphere "I the 
\l. II. Needham personality played a 
part, lo achieve an image among 
consumers, the client- sough) one 
among the agencies. I 

While network t\ has been petting 
increasing attention, spot and net- 
work radio play ke\ roles in NL&B's 

NL&B's total billings have 
risen 400' < in 10 years 









30 JANUARY 1«)61 

Figures atop bars are in the millions of dollars. Agency first billed $300,000 
in 1925 (when it was founded). $.9 million in 1930. and SI. 9 million in 1940 


TRYING IT OUT — Maurice Needham, foreground, test rides a new Saxon auto before writing 
copy for an ad in 1914. He was manager of the advertisers' service bureau of A. W. Shaw Co. 

media plans. For example, Inter- 
national Minerals and Chemical's 
Accent, heavy in spot radio since the 
fall, begins extensive schedules on 
three radio networks (ABC, CBS, and 
NBC) on 30 January. The agency's 
higgest spot tv client currently is 
Mars. Other spot users are John- 
son, Kraft, Campbell. Rival. House- 
hold Finance, and Oklahoma Oil, a 
Humble subsidiary (and undoubted- 
ly a factor in NL&B's latching on to 
another Humble affiliate. Standard 

Tv/radio operations at NL&B are 
carried out through three autono- 
mous but closely meshed divisions. 
The media departments broadcast 
facilities division under Arnold E. 
Johnson handles air media planning 
and timebuying. The creative serv- 
ices division, headed bv James L. 
Isham, is responsible for writins and 
producing the commercials. And the 
tv/radio programing division, under 
James G. Cominos (who spends most 
of his time in the N.Y. office) han- 
dles network negotiations and scouts 
for new programs and talent. (For 
more details on this, see "NL&B's 
New 3-Way Radio Tv Setup." spon- 
sor, 3 October, L959, pasre 41.) 

Needham attributes much of the 
agency's success to his method of 
selecting and organizing people. "I 
tr\ to lead, not drive." he says. One 
of bis top t\ creative v.p.'s remarked 


recently that the working atmosphere 
at NL&B was unconfined. "There 
are no limitations on our creativity 
— we are completely free to experi- 
ment and develop our ideas." 

One of Needham's strongest con- 
victions is that "good writing is 
among the most important ingredi- 
ents for successful advertising." And 
he has always devoted much of his 
personal attention to the agency's 
creative operation. 

But combined with his emphasis 
on creativity, Needham has what his 
colleagues call a depth perception of 
business problems, acquired, he 
maintains, in his earlier years in in- 
dustry. (After his 1913 stint as 
manager of the advertisers' service 
bureau of the A. W. Shaw Co., where 
he wrote most of System Magazine's 
advertising copy, he moved on as ad- 
vertising manager of Nash Motors. 
Kenosha, Wisconsin; then to general 
manager. Barrett-Cravens; and later 
to sales manager, the Macwhyte Co.) 

A primogenitor among agency 
founders, Needham opened his shop 
in Januarv. L925. It was then the 
Maurice H. Needham Co., one of a 
handful of advertising agencies 
springing up to service Chicago's 
business community. Among them 
were a few other familiar industr) 
names who. along with Needham, 
wen- to achieve national stature: 
James T. Aubrey's agency, \uhrey 

& Moore l now Aubrey. Finlav. Mar- 
ley & Hodgson I . had been in busi- 
ness for two years, as had Geoffrey 
Wade's agency on N. Wells St. Ed- 
ward H. Weiss was running a small 
shop under his own name. Henri, 
Hurst & McDonald was already seven 
years old. Lord & Thomas, (now 
FC&B I was then Chicago-based in 
the Wrigley Building. Blackett & 
Sample I now D-F-S I was also Chi- 
cago-based. J. Walter Thompson. 
Erwin, Wasey; Critchfield. Caples. 
and Campbell-Ewald all had offices 

Needham went into business for 
himself after four years with Hus- 
band & Thomas, a Chicago agency in 
which he owned a quarter interest 
and for whom he wrote copv (the 
Pall Mall and Pullman accounts). 
One of Needham's confreres at Hus- 
band & Thomas between 1921-25 was 
Walther Buchen, who. after Needham 
left, bought controlling interest in 
the agency and changed its name to 
the Buchen Co.. which he headed un- 
til full retirement in 1959. 

The first thing Needham did after 
opening Maurice H. Needham Co. 
was to join the 4-A's. "I was a firm 
believer in that organization from 
the very start," he sav s. 

Among his original clients were 
Illinois Merchants Trust — an organi- 
zation of three banks (now Conti- 
nental Illinois): Kaestner & Hecht 
Elevators (later purchased by West- 
inghouse) ; and Eagle Pitcher Lead. 

In the fall of 1929. with its ac- 
quisition of S. C. Johnson & Son. 
the agency name became Needham, 
Louis and Brorby. Five years later 
the Kraft account moved in. But. 
according to Needham. it was during 
World War II. and the period im- 
mediately following, that the agency 
really began to pick up steam. 

Upon entering Maurice Needham's 
decorous office, high in the Pruden- 
tial Building (38th floor), a visitor 
perceives an aura of salubrity. This 
is reflected not only bv batbed-in- 
light spaciousness, light beige walls 
and carpeting, and a panoramic view 
of ('hit ago. but mostly by Needham 
himself. A big. broad-shouldered, 
slim-w aisled man. Needham has the 
build of an athlete. (He played 
handball until be was 56). Behind 
i Please tam to page <><> I 



30 .JANUARY 1961 


^ Merchants don't view radio advertising with tin* same 
respect as newspaper, retailer Grinspan tolls TAB 

^ He claims retailors need radio but must he taught 
its use by well-informed, experienced station sales stalls 

Last November, in a frank talk to 
the Tennessee Assn. of Broadcasters, 
Mel Grinspan, sales promotion direc- 
tor, Shainherg's Department Stores, 
said, results notwithstanding, "Most 

merchants don't rieic radio with the 
same respect as they do newspaper 
I adrertisiniz. . ."' SPONSOR feels read- 
ers would be interested in some of 
Mr. Grinspan's remarks, which follow: 

^■ast summer, when Charles Brake- 
field i Ed. note: TAB president) 
asked me to speak at this meeting, I 
asked him if the memhers of TAB 
would ohjeet were I to send them 
questionnaires to help develop some 
background material for this opus. 
Out of 74 questionnaires mailed out. 
I received 34 answers, many with 
generous and provocative notations. 

What was the purpose of this ques- 
tionnaire? I'll tell you frankly that it 
was calculated to give me some fuel 
with which to fire up the differences 
between radio and newspaper adver- 
] Using. I don't mean technical or me- 
chanical differences, or even differ- 
ences in results. I mean differences in 
the intangible, abstract fields of ad- 
vertiser and consumer acceptance, re- 
spect, prestige, and standing in the 
community. And why, in m) opinion. 
these abstract differences play such an 
important part in your relationships 
witli your advertisers. 

Let's start by reviewing the ques- 

1. Does your community have spe- 
cial coordinated events such as trade 
lays ? 

30 yes 4 no 

2. Do you actively foster and or 

participate in such events? 
26 yes 8 no 

3. Are you a member of your local 
chamber of commerce or similar 

32 yes 2 no 

4. Do you or any of your represen- 
tatives attend meetings? 

2 1 do regularly 7 sometimes 
2 never 

3. Are \ ou a member of or do you 
attend meetings of your local retail 
merchant's association or similar 

21 regular!) 6 sometimes 

6 never 

(). Approximately what percentage 
of your total billing is from retail 

From 10', to 99',' with 
23 over 73', 

7. Have any of \oiir salesmen had 
retail training or background? 
19 yes 15 no 

<8. What are the biggest problems 
in selling retailers on effective usage 
of radio? Actually the clinker in this 
question is the word "effective." 
There were main hard answers to this 

One said, "to spend enough time on 
their radio cop) to give us something 
to work w ith." \nother said, "to make 
them realize the importance of repeti- 
tion on a week-to-week, month-to- 
month basis. ' Other comments were, 
"traditional use of newspaper." "get- 
ling them to use enough advertising 
to do the job effectively," "that the 
salesman has a better idea of a selling 
commercial than does the advertiser," 
"convincing them it is important 
enough to spend time and effort 
enough to follow through on an ad- 

vei tising i ampaign, and "indiffei - 
ence on the pari of retailers. Most of 
them do nol Beem interested in grow- 
ing . . ." 

I In oughoul the labi i< oi the an- 
swers to these questions is the thread 
of doubt doubl that retailers will 
ever be sold on radio, doubl thai thej 
understand radio. I loubt, even < on- 
viction, thai the) j u-t plain don't 
know how to use iadio. Whose fault 
i- it that advertisers don't know how 
to buj and use radio advertising? Is 
the radio station so eagei to gel the 
merchant's dollars thai it won't stand 
on a principle of integrity? 1- t li<- 
station willing to forego a dollar now 
with the hope that b\ educating the 
merchant, the station may get more 
dollars later? What happens? I he 
station says the merchanl expert- $40 

worth o| iadio advertising to produce 
the same results as $400 worth of 
newspaper advertising. \ et, some sta- 
tions will accept the I" bucks after 
ha\ ing told the merchanl active!) oi 
passi\el\ that S K) worth of radio ad- 
vertising will do a comparable job. 
It's the old idea of a bird in the hand. 
Let someone else do the educating 
and the buildup. I'll take the dough 
now. If the $40 oi $50 oi $10 does 
the job — fine. If not, I've losl noth- 
ing. The old buzzard won't e\er spend 
anj more than that anyhow. I- that 
the attitude of some stations? If it i~. 
then there i- good reason for doubt 
and lack of coin ii lion. . . . 

Let me ask you people a frank ques- 
tion. How main of \ our salesmen are 
i Please turn in page 67 » 


30 JANUARY 1961 

MEL GRINSPAN is sales promotion director 
for Shainberg's 44 jr. dept. stores in South 



^ Toy gun pioneer moves half of formerly all-print 
ad budget to spot tv children's programs in 52 markets 

^ Gets 'double exposure' through guest appearances 
of fast-draw, twirling expert representing the company 

I hree quarters of a centur) old, 
the Daisy Manufacturing Co. (air 
rifles. t<>\ pistols, and rifles), lias 
taken its first shot at tv. and reports 
the medium did a bang-up job. 

Dais\ opened fire on 52 markets, 
31 October through 17 December, for 
its initial departure from an all-print 
past. An average of three 60-second 
film spots per week sprayed the areas 
via child ten's programs. For added 
impact, a number of these markets 
were imaded l>\ "the Daisy Kid,*' a 
fast-draw expert who made personal 
appearances on the tv outlets in- 
volved, as well as radio stations, 
shopping centers and theaters, wield- 
ing Dais) weapons. 

Nearh half of the l)ais\ ad alloca- 

tion went into this tv effort, while the 
remainder was invested in youth and 
parent magazines and Sunday news- 
paper comic sections. Norval Lang- 
worthy, v.p. at Dais\ s agency, the 
L. M. Ramsey Co. of Chicago, points 
out that tv provided a most welcome 
opportunity to demonstrate the prod- 
ucts. "And with spot we could place 
our message where we wanted it 
w hen we wanted it," Langworthv 
adds. Outcome of the new media 
mix: substantial sales increase. 

He states that a further plus fac- 
tor of tv in this instance is that the 
main promotional effort is devoted to 
a product inspired primarily by tv 
programing. This is the "Spittin' Im- 
a<ze" six-gun and holster set. so called 

because it's modeled after the Colt, 
single-action, frontier, "Peacemaker" 

pistol and professional, tilt-out. fast- 
draw holster used b\ H western char- 
acters. Gone are the fancy frills and 
"jewels that used to bedeck kids' 
pistol sets. Thus Daisy advertises a 
tv-inspired product on tv. 

Taking full advantage of the oppor- 
tunity for demonstration. Dais\ shows 
its to\ pistol in fast-draw and twirl- 
ing action, as executed b\ both man 
and boy. The psychology behind this 
double rendition is that the kids like 
to imitate adults, in this case cow- 
boys, but at the same time they are 
encouraged by seeing someone their 
own age doing the tricks, reasoning 
that if he can do it. they can do it. 
too. And. for secondary effects. ha\ - 
ing an adult in the commercials was 
expected to help arouse the interest 
of grown-ups who ma\ also be hulk- 
ing in, and who. of course, are the 
ones who do the bu\ ing. 

While fast-draw-and-fire is the kid-' 
basic operation with toy pistol and 
holster sets. I)ais\ ha- included gun- 

'Daisy Kid' adds to tv impact with appearances, on the air and off 

FAST-DRAW expert Dee Woolem personalizes Daisy products (I) for kids gathered at New York area department store, and (r) for viewers of 
the WNBC-TV, New York, 'Family' show, while Mary Ritz, of the program, shelters her ears. Woolem draws and fires in less than an eyeblink 


twirling in its commercials and pro- 
motional activities to heighten the 
product's desirabilit) as part of a 
new . safe spoi i. Both fast-draw and 
twirling have been getting an extra 
boosl latel) from i\ exhibitions b) 
such personalities as Sammj Davis, 
Jr., and Jerrj Lewis, who have added 
gunpla) i" their long li-t of perform- 
ing skills. 

To inform dealers ol it ~ initial tv 
venture, Dais) senl them a four-color 
brochure describing the upcoming 
"over 1,000 i\ one-minute spots 
reaching 97.1 9< of all tA homes." The 
mailing listed all ~>2 markets in the 
campaign and the names ol the pro- 
grams thai would contain the spots. 
Scenes from the t\ commercials were 
included along with an offer to lend 
the film commercials to those dealers 
w 1 1 < > w ished to bu) local l\ time. Ra- 
dio — < • i i i > t — also were included in the 
offer ol advertising aids to enter- 
prising dealers. 

Other materials, senl to dealers and 

station-, related to personal appear- 
ances b) Dee Woolem, "The Dais) 

Kid. There were sample publicity 

releases announcing his coming and 
describing some of Ids accomplish- 
ments in gunplay competition. Woo- 
lem, slates one of the releases, draws 
and fire- his L'lin in 12 hundredth- of 
a second, faster than the blink of an 
eye, which is said to lake 1(> hun- 
dredths ol a second, and faster than 
the gunslingers of the old West, who 
are supposed to have required 36 

hundredth- of a second to do the 

I he dealers also received window 
posters calling attention to Woolem's 
coming appearance, and hand-out 
leaflets for the customers. In addi- 
tion there was suggested co|)\ for 

public-addri \ stem announcements 

to he utilized a week in advance, a 
hall hour before the demonstration. 
and one for fi\e minutes ahead. This 
sheet even includes an attention-at- 
tracting suggestion: "Cock and fire a 
Dai-v Ricochet Sound Smoke gun he- 
fore and during deliver) of the an- 

The brochure spelling out die i\ 
campaign also detailed Daisy's pre- 
Christmas print lineup, which em- 
braced 59 Sundav newspaper comic 
sections plus schedules in Dell Com- 

Spots show gunplay by two-generation duo 

KIDS like to imitate adults, especially cowboys. They also are encouraged to try feats they 
see performed by someone their own age. That's why Daisy built spot arouid these two 

ics, Boys' Life, Scouting and Parents' 
magazines. Included were copies ol 

the print ad-, w Inch contain rclci - 

ences to the t\ origins of the Dais) 
pistol and holster model-, mention- 
ing t\ stars who use guns and hol- 
sters from which thej were copies. 

To further interest in the fast-draw 
and twirling demonstrated on t\. the 
print ads contain coupons which kid- 
can -end to l)ais\ for free booklets on 
gunpla) techniques. Producing such 
booklets i- another of the several 
ways the Dais) Co. further- this grow- 
ing -pmi (about 250,000 people are 
estimated to be in fast-draw clubs . 
which draws so gratifyingl) on it- 
products. The l)ais\ Kid's personal 
appearances also stimulate much in- 
terest, and he added to this with an 
article tailed "last-Draw From Six 
to Sixty,' in the opening issue of a 
new publication known as Guns 

In this article. \\ oolem raises the 
auestion, "'\\ In do business execu- 
tives and other I u-\ people practice 
till their thumbs are raw, work long 
night hours over their equipment, 
spend at lea-l one nighl a week in a 

eluh meeting, or drive 2.(»io miles 
or more to enter a fa-t-draw con- 
test V 

lie trace- the activity's beginnings 


30 JAM VRY 1961 

a- a widespread past-time to 1954, 

"w hen ue-t i M icle\ i-inn pi ograms 
\\<ii> amazing the experts with theii 
popularit) . I ast-di aw caughl on. 
first ol all lie ause it's "plain, down- 
right good lun." \\ oolem states. 

I hen he goes deeper into the moti- 
vations behind fast-draw, pointing 
"ill it- ap; eal to "an instinctive in ge 
in ever) man to prove. In him-cll 
and other-, hi- superiorit) over oth- 
er men. in other word-, "competi- 
tive spirit. Ju-t a- some lake up 
golf or bowling, other- go in lor fa-t- 
draw . w hieh \\ oolem calls, "a safe, 
challenging, precise, dramatic waj to 

pi o\ e that v mi are 1. tlei than the 

other fellow." 

\\ oolem point- up the \ alue of 

fast-draw not onl) a- recreation, hut 
also a- a coordination developer. He 
aiU ises i eadei - to gel in touch w ith 
a fast-draw eluh. and he refer- those 
who can I find one | (1 the \n:eriean 

\-n. of Fast-Draw Clubs, 112 Ubee 
Bldg., Washington, D. I . 

The benefits that accrue to Dais) 
from this tvpe id encouragement to 
gunpla) competition, supplementing 
the tv and print advertising, can be 
enormous. The Dais) "Spittin' Im- 
age" gun and holsters readil) lend 
themselves .it leasl i" the practice 
stage of fane- gunpla} . ^* 





niosl interesting 


. . . are on reports of booming business in the 
thriving Northeast Florida -South Georgia region. 
Only WJXT in Jacksonville puts television 
advertisers in the swim of things in the entire market! 
With 65 vs. 39 county coverage in all rating 
reports, WJXT consistently delivers more homes, 
more people, more opportunities to 
dominate a prime market! 



Represented by CBS Television Spot Sales 

Operated by The Washington Post Broadcast Division: 
WJXT channel 4, Jacksonville, Florida WTOP RADIO Washington, D.C. WTOP-TV channel 9. Washington, DC. 

Tenting in D.C., 


In One Era 
and Out the Other 

Finding a roof for five Corinthian tv station 
news-and-camera teams in Washington, as the 
Kennedy era began, was much more difficult 
than finding reason for their presence. They had 
no intention of duplicating CBS's superb net- 
work coverage; they sought to duplicate only 
Corinthian's success, as evidenced by coverage 
of last year's conventions, in relating major 
political events to their own communities. 

Local news doesn't come to us. We go to it, 
even if it's in D.C.— and even if our definition 
of local is non-traditional. Without a legacy to 
stand on, our individual station news teams 
tackled Project Washington with mike and cam- 
era. The Houston group was after, among other 
things, a Ladybird's eye view; Tulsa hoped to 
strike oil by spending a day with Senators Kerr 
and Monroney; our gentlemen from Indiana got 
on the bandwagon with the state's Drum and 
Bugle Corps; the young men from Sacramento, 
reversing Greeley's advice, came east to cover 
the Inauguration's pomp— and to examine plans 
for legislation affecting their tele-urban com- 

Different regions find different meanings in 
Washington, 1961. Those differences are best 
explored by local tv reporting crews and public 
affairs programming, focusing on political faces 
and issues of special interest to the folks back 
home. This is the kind of journalistic initiative, 
under group organization, that results in high 
identification with regional audiences, cement- 
ing stations to communities and communities to 







1 1 





Responsibility in Broadcasting 



M jani \in 1961 







Fort Wayne 



Fori Wayne 


resented by H-R 

\ nt 1 1 hi til a ml regional l>m j 

/// ii hi I, nun hi i n run \ i urn J 



onsor • 30 .1 \m im l')()l 



Wavcrly Fabrics, New \ ■ >i k : Campaign to promote its d( orative 
home fabrics begins in February, in about 35 markets. Filmed min- 
utes in strong women's shows are being scheduled Foi five I" >i^ht 
weeks, t\\<> to three spots pei week per market. Buyer: Norl Sobo. 
Agency: Ehrlich, Neuwirth Si Sobo, Inc., New York. 

Chesebrough-Pond's, Inc., \< iw York: Placements on Vaseline 
hair tonic start earl) February in around 50 markets. Schedules are 
for seven weeks using minutes in fringe nighttime, in and around 
sports program. Frequencies are six to I-' pei week pei market. Buy- 
er: \l Silverman. Agency: Norman, Craig ^ Kummel, Inc., N. Y. 

General Foods Corp., Birds Eye Div., White Plains, N. Y.: Cam- 
paign For B-E's Frozen Foods begins earl) Februar) in 15-20 markets. 
Schedules are for day, earl) and late nighl minutes, six i<> 25 pei week 
per market. Buyer: Steve Semons. Agency: Young Si Rubicam. N. Y. 

Standard Brands, Inc., New York: Vboul 2"> markets gel Tendei 
Leal tea schedules beginning in February. Da) minutes, prime I.D. - 
ami 20's, and fringe 20's are sel For seven weeks. Buyei : Joan Ashley. 
Agency: J r Walter Thompson Co., New York. 

General Foods Corp., Institutional Products Div., White Plains, 
\. i.: Gaines dog Food campaign starts 6 February in 12-13 mar- 
kets. Schedule- id prime minute- and 20's are being boughl for 
seven week-. Buyers: v lu Hinkle and Sam Spilo. 

Quaker Oats Co., Chicago : New placements on Muffets begin earl) 
Februar) in about 15 markets. Moderate frequencies ol da) and 
nighl 60's will run for 19 week-. Edith Han-en i- the buyei at Comp- 

ton \d\.. Chicago. Other schedule- he^an late Januarx on it- Flako 

mixes, through Clinton E. Frank. Chicago. Da) and nighl minutes 
were sel in aboul 12 markets. 

Carnation Co., Los Vngeles: Thirteen-week schedules foi Friskies 
were placed in a number of top markets for a Februar) start. Bu) 
was da) and fringe nighl 60's and 20's to hit a women's audience. 
Buyer: Pat Hipwell. Vgency: Erwin Wasey, Ruthraufi \ Ryan, L. \. 


Fisher Body Div. of General Motors Corp., Detroit: Two-week 
"Bod) 1>\ Fisher" campaign starts (> Februar) in aboul 25 markets. 
Schedule- are most!) traffic hour 30's, using fairl) heav) Frequen- 
cies. Buyer: Maria Carayas. Agency: Kudner Vgenc) New Vuk 


Wm. Wrigley Jr. Co., Chicago: It- radio lineup Foi the yeaj be- 
gins again in March for 52 weeks in the customar) Wrigle) markets, 
with shopping-hour minute- being used. In i\. 52-week schedules 
ol minute- and 20's were -ei in Januar\ in selected majoi markets. 
Buver: Jean Seaman, ^genc) : Arthur Mayerhofl & • o., < bi< 


With more demand for station services, SPONSOR ASKS: 

How can stations profitably 

merchandise for clients? 

Noel A. Rhys, 

Kr\ stone Broad 

There are several reasons why it is 1 
profitable for a local station to mer- 1 
chandise its accounts. We have 
found, for example, between 80% 
and 85' < of our stations cooperate 
in a merchandising program which 
we established 14 years ago. And 
why do they spend their time visit- 
ing dealers and distributors and 
wholesalers with mailers, in-store 
displays, window posters and shelf 

For the simple reason that the av- 
erage station — and this is the station 
which affiliates with Keystone — bills 
ahout 80% of its revenues from local 
sources and about 20% from nation- 
al. And it's the national advertiser 
— the prestige, blue-chip account — 
which is interested in reaching deep 
into a community with the kind of 
merchandising which pays off at the 
point of sale. 

Another reason why this kind of 

S, executive via ^ president,^ M c all on our work with a possible 
casting System, Inc., V ) .* ".•.'■' '2.000 grocer) outlets. These sales- 
"•' men get to know their buying pros- 
pects and their merchandising pros- 
pects. As they visit the retail outlets 
and distribution points they under- 
stand better how important such 
merchandising factors as shelf posi- 
tion, counter display and window 
posters are. And the) take advantage 
of these devices. 

Howard Duncan, general manager, 
WEHT-TV. Evansville, Ind. 

tie-ins and 
trade-outs can 
produce excel- 
lent results 

Merchandising for clients is one 
more area where a little imagination 
and creativity can take the place oi 
cash outlays and none the less pro- 
vide the advertiser with effective, 
meaningful service. Resultful. com- 
prehensive merchandising on a low 
or non-existent budget is the key to 
profitability in this segment of sta- 
tion service. 

For example, we recentlv traded 
out for a full showing of 24 sheet 
billboards with absolutely no cash 
expenditure involved. 

We recent I\ utilized a rather 
unique medium on the same basis. 
WFHT-TV had another "full show- 
ing " or "corner billboards." (actual- 
ly trash receptacles in downtown 
Evansville). With a showing on each 
of the four sides of the 150 recepta- 
cles used, and with one on each cor- 
ner in the heart of the city, it was 
tpiite an elTcelhe campaign. 

Similarly, Will T-T\ traded oul 
for bus ben. hcs. Both the "corner 
billboards" and bus benches were 
operated In businesses with oilier 
enterprises, which were able to take 
advantage of the airtime accrued b\ 
the deal. 

In-depth mer- 
chandising can 
be done only 
in the smaller 

contact and cooperation is profitable 
to our stations is that it gives their 
salesman another foot in the door. 
These station salesmen go in with the 
conviction and the actuality that the 
national advertiser i- using Keystone 
to sell for the retailer — and he 
then has the beginning of a local 
stor) which is the persuasive start to 
a sale of local time implementing the 
national campaign. 

This kind of local-level, in-depth 
merchandising ran be done onh in 
the smaller town in which we are 
dominant, in our opinion. Our sta- 
tions and their alert sale-men find it 
possible to contacl from l<> to 60 re- 
tailer- in a specific category hut a 
major-markel station can't begin to 



The basis of WAME's merchan- 
dising efforts are |ioint-of-purchase 
displays in supermarkets. The sta- 
tion has entered into an arrangement 
with Winn Dixie stoics. We give 
them a given number of announce- 
ment- in exchange for the right for 
I Please turn to page (>7 I 

Cab covers are also utilized b\ the 
station, on an exclusive basis in 
Evansville. However, there is a cash 
expenditure involved in this transac- 

Evansville has a grocery wholesale 
catalogue, which each week goes to 
all food wholesalers and retail grocers 
in the area. WEHT-TV has exclu- 
sively traded for a page in this pub- 
lication, which is called TV Topics. 
Here the stations movie schedule is 
listed, and all food accounts running 
schedules are mentioned and plugged. 

WEHT-TV has specialized in pro- 
ducing elaborate promotions, many 
of which go on the air, for advertis- 
ers buying important schedules or 
major campaigns. For example, a 
major extravaganza was staged to 
coincide with the visit of the Lestoil 
principals to Evansville. For some 
time prior to the event a teaser cam- 
paign was aired: "The big "L" is 
coming!*" The radio station and bill- 
boards were also used. 

All these promotions were highly 
successful and received widespread 
comment and attention. The results 
were obvious: The advertisers re- 
ceived a substantial bonus of expo- 
sure and attention to their forthcom- 
ing programs and little or no out-of- 
pocket expense to the station. 

Murray Woroner, station & national 
sales manager, If 4 ME, Miami, Florida 

program on a 
'Buy of the 
Week' campaign 


30 JANUARY 1961 



I HI- NOVEMBER I960 A.R.B. shows 

that WFBC-TV leads in its 4-state market 
in nearly every important category. Rank- 
ed 42nd in the U.S. by TELEVISION 
MAGAZINE for Dec. I960 "The Giant's 

Market" includes the metropolitan area 
of. . . . 


. . . the hub of a region which has Amer- 
ica's greatest concentration of textile man- 
ufacturing, and has also the fabulous 
Smoky Mountains — Blue Ridge resort and 
tourist mecca for millions. Here are the 
figures from A.R.B., November I960: 


soM by 

WFBC-TV also leads with: 
4 Shows of the Top 5; 7 Shows of the Top 10; 1 1 Shows of the Top 15 



1 Population. Incomes & Retail Sales data from SALES MANAGEMENT, July 10. I 

For complete details of the latest A.R.B.. for informa- 
tion about '"The Giant's Market." for rates and availabili- 
ties, contact the Station or our National Representatives. 

SPONSOR • 30 .1 \.M \RY 1 ( >01 




Facts & figures about radio today 


Radio homes index 

1960 1959 



Radio station index 

End of December 1960 

Stations CP's not New station New station 

on air on air requests bids in hearing 

52.0 51.4 

U.S. homes U.S. homes 

Source: 1 Jan 1900. SPONSOR: 1 Mar. 
19."»9, A. C. Nielsen; homes figures in millions. 

Radio set index 





End of December 1959 



Source: FCC monthlj reports, commercial stations, Xovemu 

Radio set sales index 





106,007.095 98,300,000 
40,387,449 37,900,000 

10,000.000* 10,000.000* 


156,394,544 116.200,000 

Somce: RAH 1 Jan 19«n 1 Ian lft^o. 
sets in uorkiuK order, Xo c snl information 

Nov. 1960 Nov. 1959 

1,103,225 1,016,634 

491.026 290.815 

Total 1,594,251 1,307,449 

Source: Electronic Industries Assn. Home figures are estimated retail tales, auto 

figures are factory production These figures are of U.S. production only Radlns lr 
phonographs add another 15-20$ to homi sale I uri Pigures are subject to change. 



Fall in-home radio listening, thousands of homes 



6 725 










4,85 1 






1 -H 

O COI o c-ti 





8 9 10 



II 12 


2 3 4 


8 9 10 



II 12 


Source: \ i Nlelsi O ind ol homi llstenlr pel avera ■ ■ minute, Octobei 19G0 


.: lllllffllllifllllllil 

SPONSOR • 30 .1 i\l VR1 \ { H)\ 


^lair about her these days -about her looks, about her clothes, her home, her life. She's charmed 

by a new world of charm and delighted by a new world of delights. She's one 

of millions of young homemakers who has the time and money to discover these new worlds. 

And you can be sure of this: she's discovered FLAIR on ARC RADIO. 


It's the one program that 

plays her music, talks her 

language. If you want to meet her. get FLAIR RADIO. 

FLAIR, Mon.-Fri. afternoons, starring Dick Van Dyke as host, introducing the people and 

ideas young America wants to meet, i.e., Jonathan Winters, Arlene Francis. 

Bonnie Prudden, Boris Karloff, Margaret Truman, Harry Golden, Pame Mason, etc. 


e does not normally associate Admiral Richard E. 
Byrd with the great nuclear race of the last decade. And yet, it was his "know how" 
which helped provide the answers to possible uranium deposits in the vast uncharted regions 
of Antarctica. Past performance so often forms the basis for the accomplishments of tomorrow. 
And Jt's equally true in business . . . the "know how" of quality-minded radio and television 
stations which is constantly reflected in ever increasing value to advertisers. 


I | rtMtifatii 

dallas • radio & television 

The Stations With The "Quality Touch"! 




30 JANUARY 1961 


What's happening in U. S. Government 
that affects sponsors, agencies, stations 


30 JANUARY 1961 It will be quite a while before the broadcasting industry will be able to m<;i-- 

copyright i96i ure new FCC chairman Newton N. Minow and bis regulatory philosophy. 

sponsor \liiiow was in town during inauguration week asking a great many questions l>ut not 

publications inc. himself giving out any conclusive answers. 

Senate Commerce Committee does not now expect to hold confirmation hearings on Min- 
ow's appointment until nearly the end of Fehruary. It now becomes clear that even at that 
time not too much will be learned about whether he favors stern regulation or about what he 
would change in broadcasting. 

Kennedy appointees have been alike in at least one respect: They have been close- 
mouthed, almost as if instructed not to stir up controversy until appointments are cleared by 
the Senate. Minow has been following this path. 

Minow is expected to take time to wind up his affairs as a partner in the Adlai Stevenson 
law firm, is quoted as hoping not to join FCC until mid-March. Which is why no hearing 
date has yet been set on his appointment. 

Meanwhile, Minow is deep in homework on FCC problems he will be called upon 
to consider and to help decide. Conferences with Congressional leaders. FCC commission- 
ers and FCC staff prior to actual assumption of his new post were unprecedented. 

Sen. William Proxmire (D., Wis.) could be a human straw-in-the-wind. Dur- 
ing the past two years, no Senator or Congressman has been more critical of broad- 
casting, advertising, and the way the FTC and FCC regulate them. 

Now, during the first weeks of the new 87th Congress, he has been tossing bouquet 
after bouquet at his old antagonists, the networks. In rapid succession, he has been 
citing as outstanding accomplishments a long series of public affairs programs conducted by 
all three webs, and has gone so far as to include scripts in the Congressional Record at public 

Proxmire's new campaign, on the other hand, is only the most dramatic sign of approba- 
tion over the new network emphasis on public service. 

Those who were quite optimistic about further loosening of the Sec. 315 po- 
litical equal time bonds are not now nearly as hopeful. 

First hearing actually to be set, to receive reports on how the loosening worked last year, 
takes place 31 January. But practical politicians in Congress have already told broadcasting in- 
dustry figures that Sec. 315 action will not be as simple or easy as might have been 

However, there is very definite encouragement for hopes that broadcasting will not be 
beaten over the head as constantly this vear as it has been since the start of the sensational 
Harris hearings. This hope for a breathing spell lies in the better Congressional 
attitude, as typified by erstwhile bitter critic Proxmire. 

Robert Bieks has bowed out as head of the Justice Departments antitrust di- 
vision, and has left the Justice Department entirely for private law practice, coin- 
cidentally with assumption of power by the Democratic administration. 

This will mean more than the usual turnover <>f faces. It will mean that Justice Depart- 
ment antitrust actions in the fields of tv and advertising will be long delayed, if 
they ever come. 

SPONSOR • 30 JANUARY 1961 55 

Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


30 JANUARY 1961 

Copyrliht 1961 



The year 1960 was a bonanza in syndication — if you happened to be on the 
international side of the business. 

Companies like Fremantle International which weren't touched by any difficulties in the 
domestic market rolled up a record year in 1960. 

Doing business in 35 countries, many with rapidly expanding set counts and more chan- 
nels on the air, Fremantle figures it sold 49 series eomposed of 2,111 half hours. 

Canadian sales were especially important: besides syndication, Fremantle sold to the CBC 
five series, Silents Please, Klondike, Not For Hire, Jim Backus, and Phillip Marlowe. 

One re-run that CBS won't let its competitors' affiliates have a chance with is 
Gunsmoke, to be played again Tuesdays at 7 :30 p.m. for local sale. 

In exchange for this free show on Tuesdays affiliates are expected to surrender the Sat- 
urday night half hour following the present Gunsmoke series when it expands to a full hour in 
the fall. 

Rumored to be pitted against Gunsmoke by NBC TV this fall are feature films 
from 9:30-11 p.m. Saturdays. 

If there's any momentary lull in action-adventure program flow, sports and 
documentary distributors are quickly taking advantage of the situation. 

ITC's Javelin Productions has moved into 38 markets in three weeks with sales of Na- 
tional Football League Presents, 26 full-hours of NFL 1960 games. 

WPIX, New York, producer of the documentary Castro, Cuba, and Communism has 
sold the special into seven domestic markets and one overseas: distributors are Dur- 
ham Telefilms domestically and Fremantle abroad. 

Syndication research departments are taking a close look at that time period 
following Gunsmoke — which will be taken back by CBS TV this fall. 

MCA discovered that this fall in 12 markets where Coronado 9 in syndication followed 
Gunsmoke on CBS TV the syndicated entry had almost as high shares as the network 

Here are shares from November ARB reports showing very small syndication Losses. 




Jackson. Miss. 


El Paso 



South Bend-Elkhart 

San Diego 

Columbus, <ia. 



<;ii\s\mkK sn \i;r 



CORON \no ( ) sil \ki: 












30 .! INUARY 1961 

FILM-SCOPE continued 

Commercials people are still taking pause to wonder over GIlS' killing of its 
tape commercials unit, CHS Production Sales. 

One explanation heard last week was Bimpl) that live facilities leased al premium prices 
some years ago were no longer economical!) practical and were being abandoned. 

Hut such explanations left man) still in the dark: no one in the trade believed CBS 
would give up a profitable line, no matter how inconvenient. 

Estimates coming out of CBS' competitors compounded contradictions and created more 
confusion: CBS Produetion Sales, competitors said, grossed nearly 85 million and 
made a profit of more than SI million in I960. 

Why in the world, insiders asked, would CBS give up a si million-a-year profit in a field 
where it was an acknowledged leader and success? 

This week many tape people came to believe that CBS — which started its tape unit as 
a service to network clients — was merely cutting haek to that role again. 

This entails a surrender of programs, commercials, and industrials business done for non- 
CBS, non-network, and even non-broadcast clients. 

Lost business in 1901 will probably be S3-1 million gross and virtually the entire profit 

(For detailed story on this development, see page 38, this issue.) 

American tv film programs are taking most of the ratings honors in overseas 
markets such as Sydney, Australia. 

U. S. series and feature films recently took nine of the top 11 BRC ratings 

Here are shows and their ratings for the 10 December week: 


1. ACI Theater (U. S. feature films) 52.7 

2. Perry Mason (CBS Films) 45.8 

3. Midweek Movie (U. S. feature films) 42.8 
• 4. I Love Lucy (CBS Films) 37.7 

5. Father Knows Best (Screen Gems) 36.5 

6. Bobby Limb Show (live, local) 35.2 

7. Rifleman (4 Star) 35.1 

8. Pick-o-Box (live, local) 33.8 

9. Rawhide I CBS Film?) 33.3 
9. Quick Draw McGraw (Screen Gems) 33.3 
9. Perry Como (NBC) 33.3 

Animated characters have a new tool for "personal" appearanees: electronic 
statues with built-in lip sync. 

Such a statue will be used for The Flintstoncs. promoted by 35 ABC TV stations. 

MCA will probably have some off-network re-runs for station syndication by 

It's been well over a year since MCA put its last new product into syndication, such as 
Coronado 9. Johnny Midnight, and Shotgun Slade. 

The only new syndication availabilities coming from MCA recentlv have been re-runs 
such as M-Squad. 

Incidentally. MCA's failure to bring out new product for so long plus the loss of the big 
Falstaff regional has given rise to reports that the talent agency was considering end- 
ing its syndication arm — but it's now understood that MCA will definitely remain in 
the syndication field. 

SPONSOR • 30 JANUARY 1961 57 

30 JANUARY 1961 

Copyright 1961 




A round-up of trade talk, 
trends and tips for admen 


Veteran admen are beginning to look with jaundiced eye on commercials which 
lampoon the programs with which they're identified. 

They think it's anything but smart on the part of the advertiser. In essence, you don't 
build a program's vehicle by kidding it. 

Other seasoned admen are critical of those commercials that show moppets marking up 
the walls or other such acts of mischief — like pulling out yards of a brand wrap or 

The katzenjammer behavior may strike the copywriters as funny, but there's a good 
possibility of mothers interpreting such bits as cues for their broods. 

The latest automotive division reported to be the target of agency new business 
seekers is Plymouth (Ayer). 

The report comes on the heels of Ayer's loss of a chunk of the Armour budget. 

Anent that report about NBC entering the publishing business: it's just one of 
many fields it has been scrutinizing with a view toward diversification. 

In a limited way, it's already mixed up in publishing: via the Victory At Sea, Project 
20, Lincoln Reader and other program book? put out by McGraw-Hill. 

New York reps regard with a deep sense of frustration this continuing practice 
of a small but spot-important Chicago agency: using the submitted package price 
as merely the tool for a cutrate rinkydink. 

The procedure: after it's collected the material it wants, the agency blandly lets it be 
known the schedule will go where the price is the lowest. 

Buyers may get a nostalgic twinge out of this one: 
A fact sheet put out by Katz 10 years age, recently dug out of the files by a station- J 
man, shows an open average cost-per-1000 of 51 $. for a minute in the top 62 markets. 

The estimated tv set count at the time: 11.142,500. 

American advertisers abroad may generally be pushing for the program spon 
sorship concept, but a London agency got a different view when it asked its affiliate 
over here what policy it should urge in relation to a third British network. 

Answered the American affiliate, which bills over $3 million in U.S. tv: We don't think 
you ought to press for sponsored program, as you say you prefer. Let the networks 
worry about the programs and you make your business the buying of participations. 

The radio stations of one New York rep can't say he and his staff aren't giving 
the stations all they've got — at least, in how-to-create-business sessions. 

These salesmen five days a week have what they call a sunrise and a sunset sales meet- 
ing, exchanging ideas on selling stratagems and strategies. 

Some times they gel so immersed in churning out ideas thai a session may run into 
midnight. Has all this added up to any new business? The rep's answer: an emphatic 



."><> I \\I\KY 1961 





you reach more women on WJAR-TV* 
during nearly 709c of the daytime hours 

The latest Nielsen figures tell this story: Nearly 70% of every 
weekday more women watch WJAR-TV than watch the other 
Providence station! If you are selling products to women the con- 
clusion is obvious. And, if you are selling products on which both 
men and women decide, you'll have the women on your side (and 
most of the men, too, at night) if you advertise on WJAR-TV. 

NBC • ABC • Represented by Edward Petry & Co., Inc. 


30 JANUARY 1961 



is the shape of 





The tremendous impact of the tape revolution on the 
creation, production and economics of TV is being 
felt increasingly in all areas — from network and spot 
commercials to dramatic shows and other program- 
ming, at both national and local levels. Here, on the 
next page, are some of the pleasantly surprising 
things you can expect when you turn to tape to shoot 
your next commercials . . . 



30 JAN1 VHV 1«)()1 M 


brings new quality and savings to your TV commercials! 

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visual presence of video tape, its real au- 
thenticity "I - < 1 1 1 j u 1 - . pro\ ide a new dimen- 
sion of believabilit'\ to commercial or show. 

Immediate playback in a matter ol Tape saves days because of the unir 

seconds tells the producer, director, per- rupted work schedules il makes possible, 

formers, camera crew whether thi^ take You <■< >itij>l<-t •- as ignments in less time, then 

i- the one t<> keep. <>r whether a second will go on t" the nexl without the distraction of 

add worthwhile values oi lighting, focus, unfinished business. It helps schedule talent, 

pacing and dcli\i-i\. \o processing wait, studios, crews efficiently. 

Fast editing i- a video tape feature. In Special effects machines used in video tape 

amazing flexibility let- you make last- recording make possible an unlimited se- 

minute changes. Si^ht or sound tracks ran lection of effects. W ipes, match dissolves, 

be erased and redone speedily. New scenes pixie and giant people, combination ofani- 

can be inserted and complete rearrangement mated cartoons and live-action people, 

of elements effected at tin- lasl moment. zooms, supers — video tape dues them all. 

Speeds up approvals. Client approval "I 
commercials ran be had the -aim- daj taping 
i- made! \\ hen tape i- the medium, the men 
u ho make the client's decision can be <>n the 
scene to give then approval when enthusiasm 
is high. No processing dela) ! 


"Scotch'" brand Video Tape has 
ushered in a new T\ age! Uong with 
audible range and instrumentation 
tape-, it was originated and pioneered 
1>\ 3M. \nd it is through continuing 
and pioneering research thai .'-SM is 
known and recognized as world leader 
in the development, manufacture and 
distribution of quality magnetic tape-. 

Send for: "The Show is on Video Tape," 
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Export: 99 Park Are., New York Canada: London, Ontario I960 IH Co. 






{Continued from ]>age M> i 

"We are not going to cause a price 
war! This is an official and legiti- 
mate rate reduction in the morning. 
It won't go any further; we will stick 
to the rate; we've made things more 
flexible and established a definite 

Most network executives contacted 
b\ sponsor expressed approval of 
CBS TV's 10 a.m. to noon maneu- 
vering, but enthusiasm was in several 
cases tempered by concern that CBS 
ma) have gone a bit too far. 

However, James Hergen, NBC di- 
rector of daytime sales, concurred in 
Curl's estimate of the situation and 
stated that his network was pleased 
with CBS TV's action. "We knew the 
move was coming, it had to come," 
he said. "And frankly, were happy. 

"The plan provides more flexibil- 
it\ than in the past. It's the best de- 
velopment for the whole shooting 
match as far as we can see it. We 
1'Nik with favor on CBS' new plan as 
f<u the best for daytime television." 

Hergen said that NBC contem- 
plated no immediate changes in the 
morning or the afternoon, although 
it seemed certain that the network 

/##£ ccrfaf* 


population now 

The U. S. Census Bureau now ranks 
Oklahoma City 37th in population 
among the nation's metropolitan 
cities . . . moving up from 47th 
in 1950. 



Reprttented by 

Tht Original Station Repreientatii 

would have to react by making fur- 
ther flexibility moves broadening the 
base of availabilities. NBC has re- 
cently added Jan Murray's show to 
the three other quarter-hours where 
sponsors can get minutes through a 
double crossplug plan. These show- 
are the last two in the morning and 
the first two in the afternoon. 

An ABC spokesman was not as 
sanguine after reflecting on the CBS 
TV situation. His first reaction, he 
said, had been : "It's a rate cut. CBS 
is a good network, so why cut rates?" 
Upon further examination of the 
plan, he had even more reservations 
about the move. 

"It was a mistake to drop the bill- 
boards, because when you do you 
lose sponsor identification. At night 
this is less destructive than in the 
daytime when you have more of an 
emotionally involved audience. If 
the billboard is gone in the morning. 
no longer is the housewife a guest of 
the sponsor. Taking it out takes out 
a significant part of the atmosphere 
of daytime." 

The ABC executive also stated that 
CBS TV may have moved to improve 
their morning position "to the point 
of being destructive." He said the 
changes represented "a terrific over- 
emphasis in cost efficiency of the 
gross audience. If they apparentlv 
think that the only thing they can 
adjust is their price, then this augurs 
poorly for the atmosphere and image 
of daytime tv. 

"We must not imply that we are a 
common carrier dealing in raw num- 
bers," he warned. "Actuallv. day- 
time's audience is more selective, 
specific, and emotionally involved, 
presenting the advertiser greater 
values in the qualitative program 
area. Even though many people have 
accused our network of offering 
nothing but cost efficiency, that is 
not our major motivation. This lat- 
est daytime network move unhappilv 
gives credence to those opinions." 

What's next? Will this type of 
selling eventually spread to nighttime 
network television, as some admen 
predicted last week? Will a price 
war develop in daytime tv that will 
destroj as a money-maker a medium 

thai used to |.c a fat cat ? 

\ Hi liate reaction and action in the 
next few weeks will be the deter - 
mining factor in writing the last 
paragraphs to tlii^ chapter of televi- 
sion's uproarious sales liistorv. ^ 


(Continued from page 38) 

tiser will adapt his commercial to 
these availabilities." 

The ivaste audience: "Unlike other 
media, television reaches all the peo- 
ple in a short span of time. An ad- 
vertiser can blanket virtuallv every 
family in a market in a matter of 
days. ' Ths ability of spot tv to make 
an incredible number of sales calls 
in a short time at an extremely low 
cost per sales call is one of its most 
remarkable features, one that sets it 
apart from other media. In short: 
no other medium can reach more 
homes more often. 

Obviously, a medium that reaches 
all the people is bound to include 
waste circulation for someone inter- 
ested in only a segment of the market. 
On the other hand, this "mass" ap- 
peal means that an advertiser with a 
specialized product can reach all of 
his prospects via tv with tremendous 
impact at justifiable costs, a potential 
that doesn't exist in other media. 

The problem of waste circulation, 
the report states, could be minimized 
if an advertiser knew more precisely 
the best time period and type of pro- 
gram for reaching the particular seg- 
ment of the market in which be was 
interested. Efforts to provide this in- 
formation represent one of the major 
new areas of research, one that will 
undoubtedly continue to expand. 

Spot It's expense: "Cost is a rela- 
tive thing, to be considered in the 
light of the results achieved. In 
reality, no one can say what is a 
'good' cost-per- 1.000 or what is a 
high cost when related solely to audi- 
ence. The important consideration 
is the cost-per- 1.000 sales result ing 
from the campaign." 

As far as the total dollars involved 
is concerned, spot tv unlike national 
media, the rebuttal asserts, makes it 
possible for a company to start small 
and expand as results warrant. It 
enables an advertiser with limited 
advertising dollars to go into one 
market, or a limited number of mar- 
kets, where he can compete on equal 
footing with larger, national adver- 

Spot l\ also enables a non-user to 
"gel bis feet wet in tv before jump- 
ing in with both feet." He can ex- 
periment with the medium to see how 
well il works for his product. 
I Please turn to jiage 64) 



30 JANUARY 1961 









_ 3 P.M. 9:00 P M 





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JSPONSOR • 30 .1 \M \\{\ \')()\ 



(Continued from page 62 i 

The difficult) of selling it to an ad- 
i ertisers sales staff: "This argument 
originates primaril) with the sales- 
man/agent oriented companies: the 
argument i- basicallj a fallacious 
, ,11.'.'" Advertisers citing this as a 
reason for not using spot tv. the rep 
firm retorts, fail to realize that spot 
l\ is highly salable if the effort to 
sell the sales staff on the medium is 
tailored t<> the specific campaign in 

The trick is to get the sales staff 
into the act, to act them to visit the 
station, see the commercial, and get 
a clear understanding of the nature of 
the campaign, the audience it will 
reach, and the other elements in- 
volved. This requires a cooperative 
effort by the station. I lie agency and 
the client. 

The difficulties in merchandising 
and promoting it: "Merchandising 
and promotion are of secondary im- 
portance in most campaigns. In a 
sense, they're the tail that shouldn't 
be allowed to wag the dog. 

If merchandising and promotion 

/<w6 wrfaf* 


population now 

The U. S. Census Bureau now ranks 
Oklahoma City 37th in population 
among the nation's metropolitan 
cities . . . moving up from 47th 
in 1950. 



m 70*/Bt*Nt 

Repreaentcd by 

The Original Station Rci>vc$entativc 

are important, TvAR reasons, then 
they should he considered at the verj 
outset and the commercials should be 
prepared with a view toward their 
merchandising possibilities. This can 
be accomplished b\ using a well- 
known personality (e.g. Red Barbel 
for Culf Oil) or 1>\ developing highly 
promotable cartoon characters (Berl 
and Harry for Piels Beer) . 

The success of any merchandising 
or promotion plan lies in its being 
tailor-made to the problem rather 
than being handled by formula. 
"Jumbo postcards and form letter- 
to dealers are not the answer to 
ever) thing. 

Spot tv's lack of prestige: "If 
glamor and prestige are the adver- 
tiser's major objectives, network t\ 
has an advantage over spot." How- 
ever, the report says, most com- 
panies are interested in day-to-da\ 
sales and for them spot tv is a "work- 
horse" medium which moves mer- 
chandise steadily. What's more, it 
claims, the "prestige" connected with 
network sponsorship is being reduced 
1>\ the increasing number of network 
carrier programs to be aired. 

On the other hand, the potentialit) 
of spot tv as a prestige medium has 
been largely overlooked by national 
advertisers because of their primarx 
concern with da\-to-da\ selling. Spon- 
sorship of local public service pro- 
grams, special events, etc., represent 
an untapped area for prestige adver- 

Unfamiliarity with spot: "The edu- 
cation of high-level ad executives a- 
to the meaning of spot tv has been 
largely overlooked in the day-to-da\ 
details involved in handling this "in- 
fant medium. The growth of spot 
t\ has been so rapid that there hasn't 
been sufficient time to devote to this 
all-important and basic job. 

What's more, TvAR continues, an 
understanding of this new medium 
has been complicated by the absence 
of a clearlj defined image. The lack 
of identity is complicated on the one 

band b) (be ambiguit\ of the word 

"•-pot" its different meaning to dif- 
ferent people and. at the other ex- 
treme. I>\ the versatility of its use 
(which, ironically enough, represents 
one of -pot t\'s greatest strengths). 
There is a definite need for sellers 

of -pot t\ to explain the ba-it cle- 
ment- of the medium to non-users. 
Man\ fine spol t\ presentations fail 

in this regard because thev are too 
advanced and too sophisticated for 
the non-user. Presentations which 
talk about flexibility, cumulative 
audience, reach, and frequency all too 
often dwell only lleetingly on the fun- 

Spot tv not selling itself properly. 
"The prime reason for the feeling 
among certain advertisers that spot tv 
has not been selling itself properlj 
stems from the fact that manv pre- 
sentations examine the medium from 
the seller's rather than the buyer's 
point of view. 

There's a tendency for the sellers 
to forget that the best presentations 
are those which relate media to the 
advertisers' selling problems, the re- 
port adds, presentations which pro- 
vide information on how a companv 
can use media to help sell more goods 
or services. 

"As long as some advertisers have 
reservations regarding spot tv or the 
maimer in which it is sold." TvAR 
concludes, "everyone involved in sell- 
ing spot tv must accent the respon- 
sibility for presenting the basic storj 
of our powerful medium in terms 
that relate to the advertisers' prob- 
lems. And am sood tv reuresenta- 
tive can prove it! ^ 


{Continu-ed from page 39) 

main activities. Independent com- 
mercials producers had been crying 
monopoly for two years; perhaps CBS 
was only taetfullv withdrawing from 
behavior that could possibl) substan- 
tiate this charge. 

The peculiarity of CBS' position, if 
there be am truth to this line of ex- 
planation offered b\ outside observ- 
ers, is that five or 10 years ago had 
video tape come along the atmosphere 
was such that there probably would 
have been no objection if CHS estab- 
lished a vigorous and independent 
tape production unit. 

Hut L961 is not 1031 or 1956. The 
atmosphere has changed. There is a 
new administration in Washington 
and CBS ma\ have made a gesture 
to greet it with a "clean" slate. 

The implication of CHS withdraw* 
al from full-scale tape production is 
manifold to independent tape pro! 
duceis. It ma) mean a transfer of 
considerable business, perhaps *3-4 
million in 1961. ^ 



30 .i \\i vm 1 ( >(>1 









WT T C* (&) T V «3 



I Continued from page 42 I 
jauntv horn-rimmed glasses, his eyes 
bespeak good humor. He is topped 
with a neat, white crew cut, and has 
a matching mustache. He looks no- 
where near his age — 72 this month. 

\eedham has been described by 
others in the business as a non- 
huckster type advertising man: vet. 
according to his clients, his com- 
petitors, and bis record, he is one of 
the most effective. Perhaps his per- 
sonal philosoph) - Needham's con- 
cept of the complete man — explains 
what seems to be a paradox. Need- 
bam feels that a man needs more 
than highly developed technical skills 
and know ledge in order to be a real 
leader in any field — he must also 
have a working acquaintance with 
the humanities, and people on every 
social strata. Needham. according to 
liis associates, is a good example of 
ihis hypothetical complete man. 

\l the University of Wisconsin 
I class of 1910) Needham had am- 
bitions to become a newspaperman. 
\fter a year of liberal arts, he con- 
sidered journalism. Hut on the ad- 
vice of Arthur Kuhl. a Collier's fea- 
ture writer who was visiting the cam- 

/<m£ urfaf* 


population now 

The U. S. Census Bureau now ranks 
Oklahoma City 37th in population 
among the nation's metropolitan 
cities . . . moving up from 47th 
in 1950. 



Tk TOMttM 

RtprtitnUd by 

Tht Original Station Rtprticntativr 

pus, Needham remained in liberal 
arts. '"Everything you could learn 
here in four years, you could learn 
in six months at a newspaper office," 
Kuhl told him. And for the remain- 
der of his college years, Needham 
immersed himself in sociology, phi- 
losophy, and literature. 

An example of Needham's scholar- 
ly attainment is the Civil War mem- 
orabilia adorning his office walls. 
His lifelong interest and study of 
Civil War lore has qualified him as 
an authority on this period. 

Also an ornithologist I although he 
calls himself a bird-watcher), Need- 
ham claims that by observing birds, 
one learns a lot about humans. 

With the vigor that would try the 
strength of a virile youth, Needham 
conducts his business and continues 
his pursuit of the complete man. He 
gets up every morning at 5:30 and 
reads for two hours before break- 
fast. The gamut of these daybreak 
perusals echoes his erudition: he 
reads everything — current maga- 
zines, poetry, philosophy, dramas. 

After breakfast, he makes the 60- 
mile drive from Woodstock to the 
Prudential Building in a Buick con- 
vertible — with top down, when 
weather permits. 

According to personal friends, both 
inside advertising circles and out. 
one of Needham's most charming at- 
tributes is Mrs. Needham. the former 
Ray Elizabeth Holtoff. who shares 
man) of her husbands interests, in- 
cluding the early morning reading 
custom. Not only did she help de- 
sign and completely decorate their 
home in Bull Valley, but four years 
ago. when the agency moved from 
the Field Building to the brand new 
Prudential building. Mrs. Needham 
drew up the Hour plan for the offices, 
decorated their interiors, and shopped 
for fabrics and furniture. 

i It was Needham's marriage that 
indirectly led him into advertising. 
Bj I'M I he observed that an adver- 
tising man. generally, could support 
a wife better than a newspaperman.) 

Needham"- long-term client of 32 
years, H. F. Johnson, chairman, S. C. 
Johnson & Son. expresses what is 
generall) recognized industr) opin- 
ion of Needham. He says, "During 
thi- long association, not too com- 
mon on agency-client relationship-. 
our feeling foi Maurice has gone far 

beyond the normal friendlj relations 
that are likeh to exist between the 

head of an agency and the princi- 
pals in a client's organization. We 
have a deep affection for Maurice 
and for reasons which I am sure are 
apparent to his many friends in busi- 
ness and social life. 

"Maurice is first of all in the old. 
true sense of the word, a gentleman. 
He is also a man of culture and taste 
—attributes not always combined, 
as in his case, w itb a solid, practical 
approach to the business of adver- 
tising and promotion. 

"Over and above this, however, 
we have always had a strong liking 
for Maurice as a man because he is 
warmhearted, calm and not easilv 
ruffled and often able with a pat ob- 
servation to resolve a troublesom - 

The financial organization of 
NL&B is one of its most distinguish- 
ing features. It is an employee- 
owned company. Capitalization con- 
sists solely of common stock avail- 
able only to employees. Of the total 
employed. 41%, or 149. are share- 
holders. Prior to 1946, onlv the 
agencv principals held stock. \- 
company financial stability in- 
creased, so did the shareholder list. 
Now stock is offered annually, each 
December, subject to approval by the 
board of directors, which continues 
to hold the stock majority. 

Although Needham's devotion to 
agencv business is profound, he is 
not motivated bv a desire for big- 
ness alone. His conservatism in this 
regard spared the agency what might 
have been a disastrous brush with 
the Edsel fiasco. After word had nar- 
rowed down Edsel's agencv selection 
to three — FC&B. Leo Burnett, and 
NL&B Needham declined to pitch in 
the finals, because, as he puts it. "we 
were not geared to staffing a 100- 
person Detroit office overnight."" 

According to Needham, one of the 
chief reasons the company makes 
public its annual financial statement 
is because "it's health) to let clients 
know how much it costs to run an 
agencv."" He is a firm believer in the 
agenc) commission system. "It's eco- 
noinicallv sound. he says, "and 
clients are getting a big bargain this 

Last December. NL&B board of 
directors voted chairmanship to 

Needham. who had served as agencv 

president since its founding. "It"- mv 

tii-l promotion in 35 years," Need- 
ham whinisieallv observed. ^ 



30 .i\M vm 1961 


(Continued from page 13 i 

KM)' , sold on radio advertising? 

How many of them understand the 

working of radio advertising and ran 
speak on it with authoritv and confi- 
dence? And how many of them can 
speak from first-hand experience on 
ladio advertising successes? 

Now. before I cause a riot. let me 
quickly look at the other side id the 
coin. How main newspaper space 
salesmen are 100', sold on newspa- 
per advertising? How many can 

-peak from first-hand experience on 

newspaper advertising successes? I II 

venture the guess that on a propor- 
tionate basis there i- a- much lack of 
undertanding in one medium as in the 
other. If so. then win does radio ad- 
vertising have less acceptance than 
newspaper advertising among mer- 
chants? Why wont some men bants 
touch radio with the proverbial 10- 
foot pole? Win do the) plod along 
>ear after year making the same mis- 
takes in newspaper advertising, shv- 
ing away from radio? 

My own opinion is this: for one 
thing, radio does not enjo) the same 
standing as newspaper because radio 
stations, for the most part, don't have 
the same standing in their communi- 
ties as do the newspapers. Radio does 
not have the same posture of stability 
as do the newspapers. Radio does not 
have the firm. deeplv embedded roots 
that many newspapers have. Radio 
has not built the same confidence quo- 
tient as newspapers. . . . 

T said in the beginning that my firm 
uses radio advertising relatively- heavi- 
ly. I did not say, however, that in 
most markets, we rely on radio adver- 
tising. I don't know. Maybe I'm 
afraid not to use radio in the same 
Way some advertiser are afraid not 
to use newspaper. Rut I tell vou as 
honestlv as I know how: There's a 
vital link missing in my chain of con- 
fidence in radio. There's a gap some- 
where along the line which either is 
not missing in newspaper or which 
has become insignificant. . . . 

Now then — radio sells results. Yet 
radio, according to main merchants, 
does not produce results. I sav that 
there is a reasonable possibility that 
newspaper doesn't produce results for 
many of these same advertisers either 
— certainly not in the same propor- 
tion as it should when one compares 
what is spent in newspapers as re- 

lated to radio. ... I M venture that 
there are mam merchants who don't 
know how to use newspapei an) 

more than thc\ know how to u-c 

i adio. 

I hat raises this question : Why, 
then, do these merchants accept rela- 
tivel) result-loss advertising so grace- 
full) from newspapers and with Buch 
disdain from radio stations? 

I'm iiol suggesting thai radio sta- 
tion- should lr\ to -ell (he idea that 

if a merchant doesn't gel results from 

advertising that he might a- well not 
get them from radio as not get them 
from newspapers. Results notwith- 
standing, / am suggesting thai most 
merchants don't view radio with the 
same respect as they do neu spaper 
advertising. The) know the) won't 
get results from radio advertising. 
\n<l this even before man) of them 
have uiven radio a fair opportunity! 

I believe it all comes down to thi-: 
radio ha- not built the same confi- 
dence in itself as has newspapers. . . . 

Some of vou will sav that the 
character of radio is not one that can 
build that kind of an image . . . that 
the FCC has hog-tied vou on certain 
image-building concepts. Perhaps it 
is the great degree of competitiveness. 
^ct. we all know that there are some 
stations in some markets which have 
built an inspiring confidence quotient. 
I hcv are not alwavs the No. 1 
station in the market, but they're usu- 
ally close to the top. Rut then, every- 
thing else being equal, what actual 
proof do we have that the No. 1 
station in rating (whichever rating 
service vou choose) is the No. 1 
station for results? Mavbe it's better 
to reach 20' , of the listeners in a cul- 
ture of <">0', confidence than to reach 
10', of the audience in a culture of 
10', confidence. 

In my opinion, building confidence 
in radio can take many forms. One 
vital wav is through your sales ap- 
proaches to the men bants. Hiere 
ought not to be anyone who knows 
how to ii-,- vour medium better than 
you. It is quite obvious that vou have 
enough objections confronting you 
without the added weight of doubt or 
lack of confidence in what vou are 
selling. Certainly this is not true of 
all radio salesmen, but even amongst 
the best do I sometimes sense that 
this lack of confidence assert- itself 
peculiarly when the selling is directed 
toward merchants. f^ 


i < mil I lilted 1 1 mil I'll: r 50) 

merchandising displa) - I best die 
plav- are generall) of two types: bas 
ket dump and free standing displays. 

Naturally, point-of-purchase dis- 
pla) s constitute excellent men ban 
dising, but this in it-elf i- not 

WWII, (enters it- merchandising 
program on a "Km of the Week" 
i ampaign. Each week an account i- 
singled out. It becomes the bu) ol 
the week, and most merchandising 

activ itv lev olves aioiiml il. 

\\ e al-o make dealii and dis- 
tributor contacts on behalf of ii- ad- 
vertisers. The COSt of this i-. of 
course, negligible. For a food item, 
a letter is sent to advertising and 

promotion people at all the food 
chain-, notifying which product bas 
been made bin of the week. The) 
are informed of the heavv promotion 
behind the product, and to be sure 

thai -helve- are well -locked. 

As can be seen, no station need 
go to an) great expense to do a good 
merchandising job. Rut vou must 
exercise vour imagination. ^ 

/m£ arfaf* 


population now 

The U. S. Census Bureau now ranks 
Oklahoma City 37th in population 
among the nation's metropolitan 
cities . . . moving up from 47th 
in 1950. 



Reprt&nttH bp 


30 JANUARY 1961 




THE WNTA-TV STORY,' a filmed presentation, was shown in L.A. and San Francisco to 
agencymen. Here with film narrator, Mike Wallace (second from right) are WNTA men (l-r) 
Kermit Kahn, adv. dir., Donald J. Quinn, v. p. spot sales, and Maurice Schlaffer, program mgr. 


Mil«-s Laboratories (Wade), a 
substantial tv client that keeps 
vacillating between network and 
spot, seems destined for a swing 
toward network exclusively be- 
ginning this Bpring, for 1-A-Ihn 
vitamins and Nervine. 

Alka Seltzer's fate still hangs in 
the balance, but will take a summer 
hiatus again. 

Chox, the kid vitamin, will defi- 
nitely stay in spot because for this 
product. Miles is convinced of lli ■ 
value of local kid -how personalit) in 
each market. Ease of hu\ on nei 
seems to be the factor that determined 
l-A-l)a\ and Nervine to cjuit spot. 

( lampaigns: 

• Red L Frozen Seafood Din- 
ners readying a Lenten season spot 
l\ campaign in the New York, Syra- 
cuse, Buffalo, Mbany-Troy-Schenec- 

lad\. Boston. Hartford. Providence, 
Portland, vie.. Pittsburgh, Cleveland, 
Detroit. Grand Rapids and Minneapo- 

lis-St. Paul markets. Nine dillereut 

'MIAMI UNDERCOVER' PREMIERE over Hollywood's KABC-TV, 18 January, wis reasoi for a gala get-together at Rocky's Place on Stage 14 
at Desilu. Lee Bowman (I) star of the tv series, and his tv sidekick, ex-middleweight champ, Rocky Graziano, flank KABC-TV sales manager, 
Richrrd O'Leary. Lovelie; (l-r), Kathy Marlowe, Eloise Hardt, Laurie Mitchell, and Teresa Del Rio (Miss Spain) also appear in the new series 


sponsor • 30 .i \m un 1961 

commercials minutes, 20's and 10 s 
will push the product. Vgem 5 : 
Smith Greenland. 

• Pepsi-Cola bottlers of Philadel- 
phia, Pennsauken, N. J., New Bruns- 
wick, Y J., Atlantic City, N. J.. W il 
mington, Del., Mlentown, Pa., and 
Reading, Pa., are getting togethei in 
a cooperative nel t\ campaign involv- 
ing -oiiit- 30 spots pei week, ihe 
hulk going to prime time nighttime 

• Pillsbury using nel i\ foi its 
l')(><) Bake-Off cookbook mail-in of- 
fer, beginning late this month. Vgen- 
r\ : Campbell-Mithun. 

• Lehn \ Fink using eighl differ- 
ent \IH' TV daytime shows for its 
Lysol campaign beginning 1 1 1 1 — month 
and through <"• May. 

• Downyflake, mapped out a sat- 
uration i\ campaign for its recently- 
introduced vitamin-enriched pre- 
baked frozen pancakes, waffles and 
French toast. Scheduled t<> break 
earl) next month, the campaign will 
be concentrated in the six New Eng- 
land states, Pennsylvania and Florida. 
Vsreni \ : Smith ( Greenland. 

• Heineken's Holland Beer 

bought t\ minutes in the Miami mai - 
ket to introduce it- Dutch Ian 
t\ commeri ials foi the f 1 1 ~t time in 
the I nited States. 

PEOPLE <>N THE >1<>\ E: \t 
Campbell Soup: William (». k;i\. 
Jr., named product marketing man 
ager for Franco-American products; 
Richard L. Baird, to assistanl i" 
the director-industrial engineering; 
K'lln M L. Kress to new position, 
assistanl to the v.p.-marketing; Mrs. 
[Vfargarel Rudkin, Pepperidge Farm 
founder and president and former 
Secretary <d Defense Thomas S. 
Gates, Jr., elected in board ol direi ■ 
tors . . . Ufred V \\ atson from v.p. 
\llied Politz Research, to v.p.-mar- 
keting services, I idled States Rubbei 
. . . George A. Waller, from a< 

COUnt executive, \llma\ei . I ..\ and 

Reshkin, Kansas (it\. to assistant ad- 
vertising manager. Fairmont Foods, 
Omaha. Neb. . . . Richard Loftus 
From general manager, sales promo- 
tion and advertising, II. J. Heinz, 
Canada. I" product manager, product 

m. ii k' -t in ■ nei al depai tment, mai 
keting division, Heinz. 


Speidel has switched it- account 
(around s2.."> million) from Nor- 
man, ( rail:. & Knmmel to Me- 

( ann-Marschalk. 

Note : Speidel bas bought a weeklj 
minute .>n Isphalt Jungle M'.< I \ . 
starting in \\>\\\. 

Vgenc} appointments: I hi < om 
monv ealth Eng ineei ing Co. and 
Midland 1 *h .i i mai eutii als, both I ' 
ton, ' Miio. to Don Kemper . . . 
Quaker Lai e, Philadelphia, to krndt, 
Preston, Chapin, Lamb «\ Keen. 
Philadelphia and New ^ ork . . . 
Lenkert Electric, subsidiary General 
telephone >N> Electronics, San < arlos, 
Calif., i" Kudnor . . . V.S.R. Pn 
duets, including Gem and Pal In- 
jector, t" Benton & Bowles faboul 
$2 million), from Kenyon & Eckhardl 
. . . Upjohn ($1.5 million i. to Mr- 

were A. S. Rylander, NBC TV director promotion services (left) and 
Max Buck, NBC TV, v.p. eastern sales (right). The trio: (l-r) Thomas 
McDermott, N.W. Ayer, Phil Cohen, SSC&B. Jerome Feniger, C&W 

KETV'S OWN 'EXPEDITION' series, tagged Expedition: Omaha,' 
produced by John Flower (center) with Lee Terry, is lauded by 
Col. John D. Craig (holding poster), host of the ABC TV series 

NEW BLAIR V.P.'s: (standing l-r), Lou Faust, N. Y., Charles Fritz, 
Detroit, Heber Smith, San Francisco, and (seated, left) Ed Whitley, 
N. I., are shown here with Tom Harrison (seated right), v.p. and man- 
ager of John Blair's Chicago office since 1959. The v.p.'s comprise the 
firm's sales management board now holding conferences in N.Y.C. 


the splendor of Roches- 
ter's new sports center is 
WROC-TV sportscaster, 
Foster Brooks and wife 
Terri. 'When the boss says 
dress up, we dress up,' 
says Brooks. WROC-TV 
began live telecasting of 
its wrestling programs di- 
rect from the new center 


George F. Hamilton, from Y&R to 
account supervisor, Breast O'Chicken 
Tuna account, D'Arcy . . . Hal 
Thompson, from Fuller & Smith & 
Ross, to tv producer. Lambert & 
Feasley . . . Mrs. Joan Fields to di- 
rector of media, Ruben Advertising 
. . . Walter J. Wilcox from sales 
promotion manager. Sanforized Di- 
vision, Cluett, Peabody & Co.. to 
service department. New York office. 
Ayer . . . Valton C. Holley to as- 
sistant account executive. Tracy- 
Locke, Dallas . . . Douglas P. Walk- 
er, from print media buyer, assist- 
ant account executive, and broadcast 
analyst, Erwin Wasey, Ruthrauff & 
Ryan, to assistant representative, Ply- 
mouth Dealers. L.A. region. Holl\ - 
wood office, Ayer . . . Robert An- 
drew Brown, from account execu- 
tive to manager, Portland office. Mc- 
Cann-Erickson . . . Norman Ken- 
neth Saxer. Jr., from assistant to 
the v.p. Comet Rice Mills. Houston, 
to creative-contact executive. Gard- 
ner. New York City . 

Warren W. Schwed from publicity- 
promotion activities head, to director 
of newly-formed merchandising serv- 
ices department, Grey . . . Martin J. 
Friedman to associate merchandis- 
ing director, New York office. Dancer- 
Fitzgerald-Sample . . . Louis Stark 
from department manager. R. H. 
\lacy Co., to marketing executive. 
Doyle Dane Bernbach . . . Clinton 
C. Wells from partner and sales 
manager, WAFM, Miami, to account 
executive, The Bresnick Co.. Boston 
. . . Scott Eddy from radio sales 
staffer to creative department, radio 
sales department, Katz . . . Frank 
Horsley, v.p. and secretary. Pacific 
National Advertising, Portland, Ore., 
to manager Seattle office . . . T. L. 
Stromherger, senior v.p. and mem- 
ber of the board of directors. Fuller 
& Smith & Ross, L.A., to temporary 
acting manager. FSR's New York of- 
fice . . . Duane C. Bogie from ac- 
count executive, to associate director 
..I broadcasting. FC&B. Chicago . . . 
Herman Rush joined GAC as v.p. 
in development and sales for new pro- 

They were named v.p.'s: Donald 
E. Gehring, at Donahue & Coe, L. V. 
in charge of client services. He's from 

Honig-Cooper & Harrington. L.A. . . . 
M. Michael Griggs and Jack Gold- 
smith, at BBDO . . . William F. 
Allison and Irving Miller, at 
Ketchum, MacLeod & Grove . . . Ro- 
mano H. Allison, at Richard Proc- 
tor. Montgomery. Ala. . . . Herman 
Davis and Maxwell Sapan. at 
Compton's creative department . . . 
J. Desmond Slattery, at Victor A. 
Bennett . . . John G. Copeland, at 
Aubrey, Finlay, Mai ley & Hodgson, 
from Grant. 

They were elected hoard direc- 
tors: Stever Aubrey and John R. 
Rockwell, at DCSS. ' 

Thisa *n" data: Gould, Brown 
anil Kicked. Minneapolis, has set 
aside a special office in its new set-up 
in the Rand Tower for visiting media 
men to hang up their hats and do 
business . . . Cramer-Krasselt v.p. 
and director. Roger LeGrand and 
George Comte, general manager of 
radio and tv station WTMJ, addressed 
the Badger Chapter of the AWRT at 
a meeting at the Milwaukee Gas 
Light Co.. 21 January . . . Needham. 
Louis and Brorby's 1960 billings 
($45,576,626 I chalked up the largest 
annual gain in the company's 36- 
\ ear-old history. 

Name change: Maslow, Gold & 
Rothschild, Inc., from Advertising 

& Merchandising Associates. Boston. 
1 Februar\. 


Storer Broadcasting, last week, 
made several top-level depart- 
mental shifts involving three of 
its stations. 

The stations: WITI-TV, Milwau- 
kee: W SIM) TV. Toledo, Ohio: and 
WAGA-TV. Atlanta. Ga. 

The men imoWed: 

• Roger W. LeGrand, v.p. and 
director of the radio/tv department 
at one of Milwaukee's oldest ad agen- 
cies — Cramer-Krasselt — was appoint- 
ed to the managerial post at WITI- 

• Joseph \V. Evans. Jr., WITI- 
TV manager, was shifted to the same 
position at WSPD-TV, replacing 
Peter Storer who. last month, was 
named head of the company's new 
national tv spots sales division. 

• William J. Flynn. general 
sales manager. WAGA-TV. went to 
WITI-TV. in the same capacity. 

• E. Dean McCarthy, after a 
year's absence, returns to WITI-TV 
as operations manager. McCarths 
organized and operated Storer 's 
Quality Control department in Miami 
Beach during his year awav from the 

Flynn and McCarthy replace Em- 
mett A. Hassett and Glenn G. Bound\. 
Jr. New Storer assignments for the 
two have not yet been announced. 

ard B. Belkin from staff director to 
production manager. WAST. Albanv. 
N. Y. . . . Don V. Lindsey from sales 
staff to regional sales manager. 
WTVP. Decatur. 111. . . . Ben Mc- 
Laughlin from general manager and 
v.p.. WICU-TV, Erie, Pa., to sales 
manager. KETV. Omaha . . . Clay J. 
Coury to traffic supervisor. WBRC- 
TV. Birmingham. Ala. . . . William 
M. Scruggs, Jr., from Southern 
sales representative, to national sales 
manager. WSOC-TV. Charlotte. N. C. 
. . . Howard D. Duncan, Jr., from 
general sales manager, to general 
manager. WEHT-TV. Evansville. 
Ind. . . . Ken Kampion from re- 
gional sales manager and film buy- 
er to national sales manager. WPTV. 
Palm Beach. Fla. . . . Sidney E. 
Smith from sales staff, KPTV. Port- 
land. Ore., to local sales manager. 
KTYT. Dallas. Tex. 

Kudos: KRDO-TV, Colorado 
Springs. Colo., weatherman. Storim 
Rottman. recipient of the Seal of Ap- 
proval for Television from the Ameri- 
can Meteorological Society. 


Two radio stations shrugged ofT 
Friday the 13th apprehensions 
and turned the superstition day 
into successful station promo- 

The stations, and the gimmicks: 
• WGAM, Miami. Fla.. gave awaj 
13 black kittens I from the Humane 
Society) to 13 listeners who didn't 
think Friday the 13th was so un- 
luckv. Winners were chosen from 
letter entries relating the best thing 
that ever happened to the writer on 
any Friday the 13th. 



30 JANUARY 1961 

• WOOD. Grand Rapids, Mich., 
turned the spotlight on its <lial posi- 
tion (l.'MX)) and made 1! phone calls 
to listeners offering a $13 cash prize 
to those answering with the 13 letter 
phrase -Wool) radio is 13." 

Ideas at work: 

• WWIL, Ft. Lauderdale, 1 hi., in 
ecognition of the effect tin - new First 

Lady will have on fashions, has 

launched a search lor Mr-. Kenned} 
ook-alikes. Winner "I the First Lad) 
Contest will receive, among other 
prizes, a trip (for two) to Nassau, 
and a Mrs. kenne<i\ coiffeur. Foul 
runners-up will also receive a varietj 
of *ii fts and coiffeurs. 

• WRIT, Milwaukee, Wis., solved 
the what -to -do -with -old -Christmas ■ 
cards enigma for its listeners l>\ in- 
\ ilinji them to unload them on the 
station. A prize of $.">() in < ash wa- 
given to the listener who brought in 
the largest number of cards. Second, 
third and four prizes, ranging from 
$10 to $25. were also awarded. \ to- 
tal of over 1.6 13.000 card- were re- 
ceived, according to the final tally. 


od E. Bouser, from sale- manager 
to general manager. WLOl). Fort 
Lauderdale. Fla. . . . Gene Williams 
from sales promotion and merchan- 
dising, Oscar Mayer Packing, L.A.. 

o merchandising director. K.LAC. 
that city . . . Jack Erie, to KDES. 
Palm Springs. Calif. . . . Harry 
Ladas, from commercial manager, 
Franklin Broadcasting, to assistant 

nanager, WWOM, New Orleans . . . 

I'ierce Allman. to program man- 
ner. WFAA. Dallas. Tex. . . . Bill 
Doubleday, from program director 
o assistant station manager, KDIA, 

IJakland. Calif. . . . Jim Woodell, 
rom assistant news director, to news 
lirector, WSAI. Cincinnati. Ohio . . . 
f Ross Cramer to senior accountant, 
, &K0W, Madison, Wis. ... J. C. 
3owell to general manager, K.I0A. 
)es Moines. Iowa . . . John Keys 
rom advertising and promotion man- 
ger. WNBQ and W \l \0. Chicago, 
station manager. W M \0. that city. 

'het Campbell from publicity man- 
ger to advertising and promotion 
nanager, and Dan Anderson from 
ssistant manager, press department, 
o manager that department, both at 

\\ M \o Chicago . . . Vener O. J. 
Barnes from advertising ami sale 
promotion manager, Childa Big ( bain 
division, Krogei Co., to manager, 
KBCL, Shreveport, La. . . . John S. 
Ettelson from NBC TV Films to ac- 
count executive, W(,)\l>. New Vnk 
Cit) . . . Dan Ingram from pro 
duction director to program director, 
W II.. St. Louis . . . Henrj II. Franz 
from local sales manager to station 
manager ami sales director, WHIM. 

Kudos: \\ CTC, New Brunswick, 
Y J., assistant station manager, Tonj 
Marano. recipient of ^ oung Man of 

the ^ ear citation from the New Bruns- 
wick Junior Chamber of Commerce 
. . . K.\IO\. St. Louis, Mo., cited b) 
that <it\'s Grand Jury Association 
for its editorial suggesting improve- 
ments in the Grand Jurj system. 

Station acquisition: k\\C. Stock- 
ton, Calif., sold l>\ Carl and Dexter 
Haxmond to the (Greater Stockton Ra- 
dio. Inc.. for $200,000. Sale brokered 
h\ Edwin Tornberg & Co. 

Station acquisition application: 
Filed bj Don Hancock for WRFB. 
nolyoke, from Vallej Broadcasting 
Corp. Sale price: $200,000. Sale 
brokered 1>\ Paul H. Chapman Co. 

NeM quarters: W r THE, Spartan- 
burg, S. {'... constructing new modern 
studios and offices at its transmitter 
site to he known as Radio Park. 

Possible record: K.YA, San Fran- 
cisco, sponsor, Exposition Fish Grot- 
to, signed its 34th year broadcast or- 
der w ith the station. 


ABC TV is now offering the un- 
sold half (an hour) of the Acad- 
emy Awards on a quarter basis. 

Asking price for the quarter: 
$250,000, commissionable. 

Sponsor for the half alread) sold: 

The buyer of the quarter share 
must limit himself to two 90-second 
commercials, which makes the cost 
per commercial minute. $83,333. 

NBC TV has lost another south- 


population now 

The U. S. Census Bureau now ranks 
Oklahoma City 37th in population 
among tho nation's metropolitan 
cities . . . moving up from 47th 
in 1950. 



Represented by 

The Original Station Repi - .. 






30 JANUARY 1961 

H. T. McCurdy 

John A. McDougald. Chairman of the Board 
of Radio Station CJAD Montreal, announces 
that H. T. McCurdy has been appointed 
Vice-President and General Manager. A 
native of the Maritimes, Mr. McCurdy has 
been with CJAD since its inception in 1945. 



most recent commercials? 



A plunger is added to the oast of two wrenches 
as these inanimate objects become stars in 
another hilarious stop-motion selling con- 
versation about Drano. ^^/»K/?A^^-- 

Produced by ^^ for THE 


The gleam of aluminum foil and its many uses 
are beautifully displayed in this series for 
Reynolds Wrap ... to put over the message, 
"Oven tempered for flexible strength." 

Produced by ^^^or 

era two-station-market affiliate 
to ABC TV. this time. WTSN-TV, 
Charleston, S. C. 

The station is headed l>\ J. Drayton 

Mastic and is linked with the Reeves 
Broadcasting ^mup. 

ABC Radio, in its year-end re- 
port, cited these as the I960 

• The addition of 44 affiliates: the 
largest number ever added in am 

• The introduction of. and re- 
sponse I listener and advertiser i to. 
its program Flair, now carried over 
268 stations. 

• The largest audience attraction 
i()l million peoplel to its Patterson- 
Johansson championship fight, broad- 
cast over 131 stations. 

• Its Breakfast (Jul) program, now' 
in its 27th year, attracted some 38 
sponsors, among them: Dow Chemi- 
cal. General Foods. General Mills. 
Grossett & Dunlap. Parker Pen. Peter 
Paul Candy. Standard Labs. Svlvania 
Electric Products and Whitehall Lab. 

Added kudos: 

ABC's news commentator. Edward 
P. Morgan, received the Sidne\ Hill- 
man Award for outstanding radio 
news commentarv last year. 

Net radio sales: ABC Radio's Pat- 
terson-Johansson fight coverage. 13 
March, to be co-sponsored by Carling- 
Brewing (Lang. Fisher & Stashowcr i . 
and Mennen (Warwick \ Legler) . 

Net tv sales: \BC TVs The Square 
World of Jar/, Paar, 31 January, Hou 
Tall is a Giant (repeat), 23 March. 
and the Emm) Awards (no date set I . 
lo be sponsored b\ Procter & (iam- 
bic i PAP, i . . . MiC TVs college bas- 

ketball's Sational Imitation tourna- 
ment. 18 and 2") March, half sponsor- 
ship bought b\ Wvnn Oil (EWR&R) 
. . . NBC TV's The Grande Parade of 
the St. Paul Winter Carnival, 28 Jan- 
uary sponsorship bought bv Whirl- 
pool ( .orp. t KM. i . 

Net tv programing note: CBS's 
Gunsmoke, expanding to full hour — 
10-11 p.m. EST. Saturdavs, next fall. 


T. Madigan from manager. NBC 
news< New York newsrooms, to ABC 
director of news and public affairs 
. . . John G. Connolly from press 
information department to head of 
sports publicity, CBS TV. 


Blair, in keeping with its geared- 
up spot radio selling program, 
elevated four of its sales execu- 
tives to vice-presidents, and or- 
ganized a sales management 

The new \.p.'s: Lou Eaust and Ed 
Whitlex. New York office; richer 
Smith, manager. Blair San Francisco 
office; and Charles Fritz, Detroit of- 
fice manager. 

The new sales management board 
will be -tailed b\ Thomas C. Harri- 
son. \.|). and manager. Blair's Chi- 
cago office, in addition to the four 
new \ .p. s. 

Rep appointments : KSTT. Daven- 
port, Iowa, to Adam Young . . . 
kDB. Santa Barbara. Calif., t<» 
Sandeberg/Gates . . . W KIM. Pa- 
hokee. I'la.. to Breen <\ Ward. 

Divorcement: G se Norman 



"The only modern light hull) in 35 years". . . 
the new Westinghouse huh), is introduced as 
it magically lights upon entering the scene, 
casting a soft glare-free light on the loveliness 
of the girl. ^fiftfr)-^ 

Produced hy ^^ for 


Perky, the animated Parakeet, becomes a 
singing salesman for French's Parakeet Seed, 
convincing the audience that he "loves 
French's." ^IftPfo—' 

Produced by ^ for THE R. T. 


"Nothing fits iiie food occasion like Ritl, 
proven with jingle, animation and stop-mol ,,? 
The leading role, played hy a Ritz Crat. 
rhythmically leads the viewer through ij^, 
tizing live action food sequences. 

Produced by ^^^ r ^ lox NATIO.j 

Broadcasting, from Forjoe and Co. 
stations involved: KSXX, Sail Lake 
City, I tah, KS\ \. Ogden, I tah, and 
KXXI, Golden, Colo. 

Mi Bauer from media research head, 
iLennen ^ Newell, to operations head, 
u research, Blair-TS ... II. Mal- 
colm Smart, to sales manager, 
Charles Bernard . . . Vrnold Starr 
from sales staff, WNBC-TV, and 
Robert \ . Coppinger, from I! \l'>. 
Ix.ili to sales staff, NBC Spol Sales. 

Kudos: BoweU J. Mall. aim. Blail 
radio. Chicago, named outstanding 
broadcast representative ol the year 
l>\ the Chicago Veenc> Media Group. 


The importance of latest film 
and tape production techniques 
will be highlighted at the fourth 
\\ estinghouse public service con- 

Set for 9 \.pril in Pittsburgh, 
iliric II be a special seminar on recenl 
advances in fdm and tape technique 
loi all uses. 

Ii s first time such a topic m ill be 
discussed at the \\ l>(! conferences. 

Sales: \\ IM\. New ^ ork, i- producer 
ol special, Castro, Cuba, ami Com- 
munism, .-old l>\ Durham Telefilms to 
ICBTL-TV, Denver; Kill H-TV, Hon- 
olulu: KJEO-TV, Fresno; K\ U.-TY. 
Eugene; WROC-TV, Rochester; KSL- 
TV. Salt Lake City, and \\ BAL-TV, 
Baltimore, and \>\ Fremantle, in Hol- 
land . . . Zi\-l \ - Miami I ndercovei 
to Lincoln-Mercurj dealers (K&E) on 
KGN-TV, Chicago; to Texas State 
Optical IEWR&R) on KONO-TV, 

I little girl dancing with her pet white 

I effectively illustrates "It's the Calgon 

■that makes the difference."' There is 

fantasy as the little girl dances out from 

the Calgon box atop a washer. 

ced by jj^""^W the CALGON 
irough KETCHUM, MacLEOD & 

San \nlonio: K \1 M > I \ Midland. 

,,nd KPRI fT, Houston; to Sadira 
Sei \ ice I W ilkinson Vdvei tising > on 
\\ ROC I V . I!- hestei . and to sta 
tions KPLC-TV, Lake Charles; 
\\ DAM-TV, Hattiesburg; WRBL l\. 
Cd.nnl.u-. Ga., and \\ FGA l\. fack 
som ille . . . IT( !-Javelin Productions' 
Motional Football League Presents t<> 
\\ PIX, New York; W BBM TV, ( In 
cago; W \l Mi I \ . Balti moi e ; 
WXYZ-TV, Detroit; WTTV, Indian- 
apolis ; \\ ( ( < *• I \ . Minneapolis ; 
WPST-TV, Miami: KLZ-TV, Denver; 
\\ BRC-TV, Birmingham; WFAL-TV, 
Tampa, and WJIM-TV, Lansing . . . 
Seven \rt- ^ssociated's Warnei Bros. 
Films of the '•>"'> to WTOP-TV, 
Washington; WJXT-TV, Jackson 
ville, and K UtK-TV, Little Rock. 

Commercials: Paul Belanger ap 

pointed v.p. stafl producer foi Consul 

Films of 1 1 » > 1 1 \ w I . . . Quai tel !• ilm- 

i.l Hollywood reports resignation "I 
president Arthur Habbitt. appoint- 
ment ol Michael Lah as V.p. anima- 
tion director, addition of Dan (Gor- 
don as -l"i\ department bead and 
Kenneth O'Brien as supervising 

Programs: fTC to distribute Divei 
Dan. 104 episode, seven-minute coloi 
series produced l>\ Young Produc- 
tions of Philadelphia. 

Research: \ I \ reports that I . S. 
Marshal earns time period victories 
in M market- according to VRB re- 
ports through November I960. Mar- 
ket- an- Atlanta, Columbus, Kansas 
( it\. Boston, Cleveland, fndianapolis, 
Providence, Miami. Ubany. Norfolk. 
Birmingham, Salt Lake City, Mobile, 
Green Bay, San Antonio, Phoenix, 

If 1 ' T' 1 m 



EB l ""*J 

* * 9 J* 4 

c 7 

-— — 

The question . . ."What does Klear Floor W ax 
Do?". . . is musically answered by ..." \-k 
any bright floor." Beautiful room and floor 
shots add factual weight to the commercial 
message. ^^fK 

Produced by ^ for S. C. JOHNSON 

& SON, INC. through FOOTE, CONE & 


Animation and live action arc combined with 
an original musical score to emphasize iIm 
trim, slim look of the truW thin in-u I Igin. 

Produced by ^pftftR^^l, ,r I I A . I N 

N \ TIONAL WATCH CO. through 



The charm of Ciselc MarKen/ieV voice and 
modern penthouse setting, tell an effective 
story of discriminating smokers preference for 
D " Marnier. ^/)^/>— 

Produced bj ^ for BROWN & 


The aaturalne8S of a child- love for drawing 
i- used to good advantage as a charming little 
girl draws ■ happj fare to illustrate the effec- 
ti\eness and pleasant taste of St. Josepb 
Aspirin for Children. 

Produced h> ^^'^'Tor PLOl GH IN 

Amarillo, Wilkes-Barre. Syracuse, 
Jacksonville. Cedar Rapids. South 
Bend. Chattanooga. Boise. Greenville. 
Roanoke. Knoxville. Joplin. Chico, 
Omaha, Odessa. Wichita. Savannah. 
Quad City, Harrishurg. and Columbia. 

C. Wylie Calder to sales director of 
Columbia Films . . . Television Per- 
sonalities appoints William Hooper 
as Eastern district manager. Al W. 
Goodwin as Southern district man- 
ager, and Frank L. Sheehan as 
Western district manager . . . George 

Gilbert named UAA account execu- 
tive in the East. 


Radio station W DOK, Cleveland. 
Ohio, has added to its public 
service laurels the role of medi- 
cal therapist. 

Medics in that city's famed Cleve- 
land Clinic, on the premise that mu- 
sic can help overcome periods of 
emotional, mental, and physical dis- 
tress, has piped into the Clinics 22 


/ Never Heard of You. 

I Never Heard of Your Product. 

I Never Heard of Your 

I Never Heard of Your 

I Never Heard what 
Your Product would 
do for me. 

I'm willing to try it 
but I never have 
heard about you. 

MORAL TO TIMEBUYERS: If you want your product known 
to consumers in the Tulsa Market, use KAKC for the most com- 
plete market penetration. KAKC is No. 1 in Tulsa and the 21 
counties of Northeastern Oklahoma. More adults (buyers) listen 
to KAKC than any other Tulsa radio station. 

Hi! I'm K. A. Casey . . . here to offer advertisers the 
best buy in the Tulsa Market. Call your Adam Young 
representative today and see for yourself. 


PuMc RaabrCrtp. 






surgical suites music taped from 
WDOK's Candlelight Concert. 

Only instrumental selections are 
used: vocals and too-spirited music 
are erased from the tapes made at 
home by a Clinic staffer. 

The hospitals master tuner is lo- 
cated in the anesthesia room. 

Public service in action: WMCA, 

New York City, project WMCA- 
Operation Tennessee, to aid evicted 
Tennessee Negroes, resulted in a 
seven, 40-foot trailer caravan, led by 
the station's mobile unit, bearing 150 
tons of food, drugs and clothing to 
the victims . . . WGBI, Scranton- 
Wilkes Barre. Pa., collected more 
than 100.000 Christmas cards from 
its listeners, for distribution to re- 
gional orphanages and children's hos- 
pitals. The cards are used in thera- 
peutic treatment . . . WKRC-TV, and 
WKRC Radio. Cincinnati. Ohio, ex- 
tending its editorial program to five 
days a week . . . W'QAM, Miami, 
joining with area radio and tv people 
to readv its second annual Heartbeat 
Hop, 29 March, to garner funds for 
the Greater Miami Heart Assn. 


George A. Heinemann, NBC man- 
ager of public affairs, appointed 
member Public Information Advisory 
Council, Southern regional education 

Thisa »n' data: WOR, New York 
City, brochured under the tag — A 
Special Report — its coverage of the 
Brooklyn-Staten Island air disaster. 

Grateful suburbanites praised 

radio with special fervor this past 
week after a strike-and-snowbound 
effort to clamber from Westchester 
and other Northern points to .Man- 
hattan in New York. 

\\ ith railwav men on strike and 
>ome six inches of snow on the 
ground a fortnight ago, commuters 
had a problem if tlicv tried to drive 
to town or if the) had no car. So 
WYO\, New Rochelle. one of the 
"Herald-Tribune" stations. launched 
"Operation Hitch-hike" and asked 
commuters driving into town to call 
the station if thev had room for pas- 
sengers. And WICC, Fairfield, 
Conn., did the same in setting up a 
special telephone number. ^ 



30 JANUARY 1961 

-ww. ..11. i W liiiuhhul inc. ncn Tuniv 

Tv and radio 

Dr. Carl H. Rush, Ted Bates research ex- 
ecutive, has been appointed a v.p. and di- 
rector 'it research l"i thai agency. Dr. 
Rush, who joined Bates in May, 1959, was 
circled a \.p. in the firm's research depart- 
ment in November, L960. He was also al 
thai time, appointed a member of the re- 
search polic) committee. I'rim to this 
Bates affiliation, Dr. Rush was a research 
ad\ isor fin Standard Oil Co. I Y.I. i . \ native of